■Gender, identity, and sexual orientation are themes that play a vital role in today’s society. Within this context, Wel Jong Niet Hetero realized that their name and branding no longer reflected the full scope of who they are and what they stand for. It was time for renewal.

We guided the organization through a strategic process, focusing on positioning and brand identity. From there, we developed a new name — one that honors the legacy of the previous identity, yet speaks in a positive, powerful way to the factor that truly unites their community.

Young people don’t want to be placed in boxes. And when they are, it often feels impossible to choose just one. That insight became the foundation of the new branding: a series of boxes, designed for everyone and every expression. From subtle and understated to bold and outspoken, the system offers a wide range of visual elements that invite recognition, pride, and belonging.