PFLAG is the nation’s first and largest organization focused on supporting and advocating for LGBTQ+ people and those who love them. PFLAG has a network of hundreds of chapters across that country and more than 325,000 members and supporters. However the original PFLAG brand and website had not kept pace with the people-powered progress of the organization. On the precipice of PFLAG’s 50th anniversary, PFLAG turned to Teal to transform their digital presence. Our challenge was to honor the legacy of a storied organization, yet show that PFLAG is still leading the way in creating a caring, just, and affirming world for LGTBQ+ individuals.
Discovery
Our work began with a deep discovery process where we facilitated a series of conversations with PFLAG leadership, local chapters, LGBTQ+ individuals, and family, friends, and supporters of the LGBTQ+ community. We wanted to learn what PFLAG meant to these people, why they were motivated to get involved, what their current impressions were of the organization, and how they envisioned the organization leading the way for LGBTQ+ rights going forward. Because we wanted to honor the legacy of the organization in our brand and website work, we researched the history of PFLAG and reviewed important artifacts like signage, brochures, and photos. We also examined the website SEO and analytics data to understand how people were coming to the website and what they would do once they got there. All of this information informed how Teal crafted the overall strategy for the brand and website.
Design
In the words of the PFLAG team, “Love is what brings people to PFLAG. It urges and inspires us, empowers us, and rouses our courage. In every sense, PFLAG is always leading with love.” Teal created a logo characterized by the iconic heart within the “A” of a strong, bold, affirmative “PFLAG” – simply put, love is at the center and what drives the organization. The full visual identity and user interface of the website matches the spirit and identity of local communities that make up PFLAG – the aesthetic is joyful, brave, and compassionate.
Key Website Features & Functionality
For 50 years, PFLAG has been where LGBTQ+ people, families, and allies have come together in pursuit of justice and affirmation. It’s a movement of millions bolstering the LGBTQ+ community with love, power, and strength. Teal is proud to support this transformative organization as they celebrate their storied legacy and power forward into the next 50 years of leading with love.
The comparison between PFLAG’s old website in 2022 and the revamped version in 2023 revealed some remarkable improvements. The most striking change was seen in the resources page, where foot traffic increased the most. In 2022, 11 views were recorded, but with the new website in 2023, the page gained a total of 109,511 views overall. This significant increase underscores the enhanced engagement and interest in the valuable information and support offered by PFLAG. In addition, the new site also saw a 10% increase in individuals seeking local chapters, illustrating a heightened interest in community engagement. This substantial growth highlights our team’s effectiveness in surpassing our objective. Teal is proud to support PFLAG to surpass engagement targets and successfully strengthen connections within the PFLAG community. We stand by this transformative organization as they celebrate their legacy and embark on the next 50 years of leading with love.
