Toronto Pflag
AODA/WCAG accessibility / Brand guidelines / Brand implementation / Brand strategy & positioning / Content creation / Graphic design / Ideation / Key messaging / Logo & brand design / Presentations / SEO & Digital Strategy / Squarespace implementation / Website design
A volunteer-run charity, Toronto Pflag provides peer-to-peer support, education and advocacy for 2SLGBTQIA+ individuals, parents, families and allies.
We were originally engaged to redesign Toronto Pflag’s website, but it quickly became clear that their existing brand identity was no longer serving them. The visuals felt dated and didn’t reflect the warmth, energy and inclusivity of this not-for-profit organization and its community. Recognizing this, Goods & Services Branding volunteered to expand the scope to include a full rebrand.
The parent–child bond became the foundation of the new identity.
During our discovery process, we listened to Toronto Pflag’s leadership and members, who shared stories of struggle, strength and celebration. One theme came through time after time: the bond between a parent and a child. This universal yet deeply personal idea—protection, belonging and, most of all, love—became the guiding inspiration for the new brand.
The new graphic identity balances strength with warmth, a fitting theme for parents, family members and friends of 2SLGBTQIA+ people. The redesigned logo signals confidence while remaining approachable. The colour palette reimagines the rainbow into simplified hues and a gradient, creating a distinct and inclusive look unique to Toronto Pflag. Accessible typefaces and a suite of custom icons complete the system, ensuring clarity across digital and print applications.
Bold, approachable and inclusive—Toronto Pflag’s new identity reflects who they are today.
We then helped bring the brand to life across multiple touchpoints. The first was to write and design an AODA-compliant website. Here, we chose Squarespace as our website builder to allow a team of volunteers to make updates easily.
Next, we designed PowerPoint templates that the Toronto Pflag team uses for education and advocacy, as well as designs for stationery, posters, brochures and apparel.
Finally, we created a graphic identity manual, giving volunteers and staff the tools to use the system with confidence and consistency.
The rebrand aligns Toronto Pflag’s identity with the important work they’ve always done—creating safe, supportive and affirming spaces.
The result is a refreshed brand and website that honour Toronto Pflag’s history while looking ahead to the future.
Modern and affirming, the identity invites connection, celebrates diversity and strengthens the organization’s presence as a trusted voice in the community.
