People Like Us is a queer community space dedicated to self-discovery, movement, and meaningful connection. Founded by couple Calypso and Natalia, the brand offers transformational experiences for the LGBTQIA+ community through retreats, workshops, and coaching—all rooted in care, inclusivity, and joy. With a mission to create spaces that move beyond the party scene, People Like Us fosters growth, reflection, and queer liberation.
People Like Us needed a visual identity that could hold the depth and tenderness of their mission, while feeling fresh, bold, and contemporary. The identity had to be inclusive and modern, without leaning into overused queer tropes. The challenge was to design a look that reflected the vibrancy of queer community, the warmth of intentional spaces, and the minimalism of a mindful brand.
I developed a visual identity celebrating queer joy through modern, human-centered design.
Logo Design - A custom logomark that feels clean and confident, with subtle curves to convey openness and care. Designed to feel grounded, human, and fluid—like the community it represents.Brand Messaging & Tone of Voice
Developed a warm, welcoming tone that blends familial comfort with contemporary relevance, ensuring accessibility for a younger audience while honoring heritage.Colour Palette- A warm yet vibrant system including rich black, soft stone, energetic tomato-orangery red, and calming turquoise. This palette reflects both boldness and balance—holding space for energy and rest.
Typography - A modern, sans-serif type system that is clean, legible, and characterful. Paired with soft, rounded accents to maintain warmth and accessibility.
Visual System - A minimalist aesthetic with blocks of color, spacious layouts, and a fluid design rhythm—creating room for expression, stillness, and movement.
Social Media Templates - Designed a cohesive suite of editable templates that allow Calypso and Natalia to easily share events, quotes, and community updates while maintaining brand consistency and visual storytelling.
Impact
The People Like Us visual identity supports the community’s mission with clarity and heart. The brand now has a distinct, modern presence that reflects the care, intention, and radical inclusivity at its core. Whether hosting a movement workshop or promoting their coaching membership, the visual system ensures every touchpoint feels safe, welcoming, and unmistakably People Like Us.
