Rainbow Home

Where our Stories Live

We partnered with Rainbow Home, an organisation who support people who have fled their countries due to persecution for being lesbian, gay, bisexual, transgender, or other members of the LGBTQ community.


Rainbow Home provide a safe and confidential space with specialist support from people who really understand the challenges of both seeking asylum and of being LGBTQ. From individually tailored emotional and practical support to welfare casework, the organisation exists to walk the asylum journey alongside each individual, from the moment they are accepted into the service until after their asylum case has reached a final decision, and beyond.

What we did: audience insight, brand strategy, illustration, messaging, brand identity, art direction, web design.

Rainbow Home required a new website, identity and digital presence to help raise their profile and to connect to a diverse audience through accessible language and visual communications. Every creative decision needed to consider any potential language, communication and cultural barriers to ensure access to support and services are user friendly and communicated with clarity. The tone and functionality of the website also needed to be accessible to funding organisations and potential collaborators by reflecting the impact of their work. 

Sail’s approach to this challenge was guided through creative and strategic workshops with the Rainbow Home team including volunteer trustees and board members. The workshops enabled Sail to gain a real understanding of the organisations current challenges, so that solutions and opportunities could be collaboratively explored. It was crucial that Sail also gained insight into the barriers that LGBTQ people seeking asylum face so that their stories and experiences could be articulated whilst being sensitive to anonymity.

One of the challenges Rainbow Home faced was within the name of the organisation itself, the word ‘home’, often created perception issues leaving audiences confused with assumptions that it meant ‘housing association’.

To combat this, Sail crafted the overarching brand story ‘Where our Stories Live’ inspired by the visual metaphor of the open door within the core Rainbow Home logo which was refined and updated from its previous version. The new updated Rainbow Home logo reflects the ethos of organisation by representing an open, welcoming and safe space, the Where our Stories Live brand story shifts the perspective of the word home away from it’s previous connotations and instead focuses on ‘live’ creating a sense of belonging, a much needed emotive connection for  people seeking asylum. This strategic approach anchored the brand identity and enabled Rainbow Home to communicate their positioning with clarity. 

Through the creation of inclusive illustrations and the representation of unique journeys through the brand identity Sail provided Rainbow Home with a flexible brand toolkit that is simple to implement for the Rainbow Home team. The new website is has a warm and welcoming tone and accessible with a simple and functional user experience.

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