Gender Creative Kids
Express yourself.
Officializing An Identity That’s Full of Heart
The Context
Gender Creative Kids is a trailblazing Canadian non-profit organization supporting trans, non-binary, and gender-creative youth within their families, schools, and communities.
They approached Wedge to build an identity that would welcome the community while giving the organization the credibility to earn institutional and legislative support.
The Insight
From a child’s perspective, identity is simple. It’s “who I am”. Through workshops with the organization, we listened and learned before translating that understanding into a visual language. The heart became our starting point: a universal expression of love and the truest part of you.
The Big Idea & Success
A heart that stands tall and moves forward. A dignified, confident character supported by an uplifting, inclusive, and expressive yet flexible brand system rooted in joy.
Together, the work catapulted community engagement, making the organization more feel approachable, and more free from fear of judgment. It also gave the board the confidence and credibility to be taken seriously as a force for change.
Disciplines
- Naming
- Visual Identity System
- Brand Guidelines
As seen in
It’s Nice That -- “Wedge designs an approachable but ‘not too childish’ identity for Gender Creative Kids Canada.”
Creative Review -- “Hearts grow legs for Wedge’s Gender Creative Kids Canada identity.”
The Brand Identity -- “Wedge’s playful identity for Gender Creative Kids champions dignity, inclusivity and joy.”
Awards
D&AD Shortlist
ADCC Gold
Idea Bronze
Team
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Design Lead: Ariane Leblanc
Designer: Philippe Dionne Bussiers, Rico Serna, Noe St-Onge
Project Manager: Shanel Lessard
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