Representation is power

LGBTQ+ Victory Fund & Institute

An updated brand and refreshed story of LGBTQ+ representation in politics.

The Politics of Possibility + Pride


Since 1991, the Victory Fund & Institute have been known for electing and training thousands of LGBTQ+ leaders to positions of all levels of government, in the U.S., and abroad.

They sought out Wide Eye as a partner to guide their stakeholders and board to an aligned articulation of their brand story, and the visual translation of that story to critical and varied audiences.

The Challenge

Victory’s legacy and story of impact created a beautiful brand foundation. Their clear north star, building the power and capabilities of LGBTQ+ leaders, kept them focused and successful for decades. They are one of the only organizations solely focused on LGBTQ+ representation in government. 

However, their brand didn’t tell or visualize this impact story.  Their name was vague and the landscape flooded with dozens of emerging or existing “Victory Funds” in the political space. Further, their name and identity lacked a clear tie to the LGBTQ+ community, at the heart of their work, leaving their values and mission unclear to critical audiences.

The Solution

Wide Eye conducted brand research and customized strategy workshops to uncover their brand story, and explore the tension and truth behind the brand(s). Our team uncovered and workshopped unique audience and brand attributes, and identified and mapped audience and stakeholder perception, naming places of confusion or misunderstanding of the brand. We collaboratively outlined where the organization had been, and where it was going.  

Once we achieved alignment on the story we were telling, Wide Eye designed a bold, vibrant visual identity that built upon the legacy brand, but spoke to the possibility of politics when we all have a seat at the table.

The Impact

The result is a brand with vibrance, substance and credibility, that could flex political muscle across the globe, but be considerate of middle America; inspire and infuse authentic optimism and confidence in political candidates; and be authentically true to the LGBTQ+ community.

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