beAM @Archer Malmo
conceptual strategy, branding, art direction
What Archer Malmo needed for it’s LGBTQIA+ Employee Resource Group was a brand that encapsulated the company ethos while giving it’s queer employees and allies their own voice.
The challenge for this project was to create a brand that goes beyond typical, performative allyship with corporate rainbow-washing that disappears once Pride month is over. We overcame this challenge by listening to the members of the ERG, to find out who they are, what they need, and how they want to be viewed by their company and the rest of the world, and ultimately we concluded that beAM best represented not only the group, but Archer Malmo as a whole.
The challenge for this project was to create a brand that goes beyond typical, performative allyship with corporate rainbow-washing that disappears once Pride month is over. We overcame this challenge by listening to the members of the ERG, to find out who they are, what they need, and how they want to be viewed by their company and the rest of the world, and ultimately we concluded that beAM best represented not only the group, but Archer Malmo as a whole.
Acknowledgements:
Team Members: Cyndi Murray (Art Direction),
Everett Hughes (Copywriting)
Photography courtesy of Unsplash and Pexels.
Team Members: Cyndi Murray (Art Direction),
Everett Hughes (Copywriting)
Photography courtesy of Unsplash and Pexels.
No matter who you are, where you come from, who you love, or how you choose to show up in this world, there is only one fundamental expectation: be yourself; Archer Malmo will welcome you exactly as you are.
