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Working with our community to create an identity for UAL’s LGBTQ+ Staff Network

Colourful embroidered letterforms arranged randomly on a light background, showcasing the bespoke LGBTQ+ History Month alphabet.
  • Written byDaniela Di Martino, Senior Designer and David Morrison, Junior designer, UAL Creative
  • Published date 26 June 2026
Colourful embroidered letterforms arranged randomly on a light background, showcasing the bespoke LGBTQ+ History Month alphabet.
LGBTQ+ Staff Network Design identity | Design direction: Creative, UAL

The LGBTQ+ Staff Network at UAL provides support, confidential advice, and representation for LGBTQ+ staff. This network brings people together through information-sharing and social events, whilst contributing to policy development surrounding LGBTQ+ issues.

The brief

Our in-house Creative team was briefed to design a visual identity rooted in LGBTQ+ history and representative of a community where different perspectives are welcomed, and people feel empowered to get involved. The aim was for it to feel active, celebratory and fun and has the flexibility for different applications in a 3-year cycle.

Framed print of the bespoke LGBTQ+ History Month embroidered alphabet leaning against a metal wall on a concrete floor.
LGBTQ+ Staff Network Design identity, A3 poster | Design direction: Creative, UAL

The creative idea

From coded handkerchiefs to blankets sewn in eulogy, textiles are a key medium in the material history of queer culture.

This creative direction takes embroidery as its focal point, alluding to the role of DIY textile design in queer self-expression, community building and protest. By creating a full alphabet using embroidery, the letterforms celebrate an alternative typography that is DIY, imperfect and personal — reflecting the diversity of narratives, identities and stories across the network. Rather than a fixed system, core brand becomes a framework for the community to stretch, reinterpret, and make their own.

Creative presented some brilliant concepts for LGBTQ+ History Month and I’m really pleased with the one we went for. The community-made alphabet juxtaposes the UAL typeface brilliantly and shows off the creativity and enthusiasm of LGBTQ+ colleagues within UAL. I think it’s a great visual identity that allows us LGBTQ+ colleagues to keep contributing and see themselves reflected in the assets.

— Joe O’Brien, he/him/his, Staff Communications and Engagement Executive
Workshop photographs surrounding an embroidered “K”, showing participants sketching, tracing, and developing custom letterforms.
Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino

The creative process

Building this identity was a collaborative process from concept to development. We wanted to create a sense of ownership from early stages.

At the concept stage, we invited members of the network to feedback on four concepts and to understand what resonated more with them.

For production, we used an automatic embroidery machine to create the first batch of letters. This allowed more people to participate, even if they didn't have prior embroidery knowledge. Members of the network attended a series of workshops and draw a letter. The letters were digitised to create a needlepoint alphabet at the University’s world-class facilities.

Together they created a custom alphabet that challenges the UAL brand typographic system and is representative of the community.

We photographed each letter and used these to create campaign assets, from digital banners to posters.

It was a joy to take part in the creative process for the LGBTQ+ History Month campaign again this year. I love how we, as a community, are able to share our views on each idea, which is both powerful and inspiring. For me, this work is not only about visibility in the workplace, but also about the ritual of coming together showing solidarity and connecting with like-minded colleagues across the university. Thank you to everyone for the opportunity and for including me (e.g., my feedback, my drawings — I made three letters in the sunshine, and my portrait) as part of this year’s campaign. I look forward to attending future events and reconnecting with you all. If you missed this year’s opportunities, please do join us at future events.

— Dr. Manrutt Wongkaew, Senior Lecturer in Styling and Production, London College of Fashion
  • Overhead view of participants sketching colourful letterforms around a table with pencils, papers, and workshop materials.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: David Morrison
  • Participants sketch colourful letterforms at a workshop table with pencils and sketch papers in a bright room.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: David Morrison
  • Participant sketching the letter “H” during a typography workshop, surrounded by pencils and sketch sheets.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Participants sketch colourful letterforms at a workshop table with pencils and sketch papers in a bright room.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Photograph of a finished sketches from the collaborative design workshop.
    Workshop outcomes from Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Participant sketching the letter “T” during a typography workshop, surrounded by pencils and sketch papers.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Participant exploring multiple designs for the letter “P” during a typography workshop.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Participant sketching the letter “M” during a typography workshop, surrounded by pencils and sketch papers.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
  • Participant sketching the letter “R” during a typography workshop, surrounded by pencils and sketch papers.
    Creative team workshop to design LGBTQ+ Staff Network Design identity, 2026 | Photograph: Daniela Di Martino
Development of an embroidered letter “i”, from sketch to vector artwork and stitched patch, for LGBTQ+ History Month.
Design process of creating embroidered letters from workshop outcomes | Photograph: David Morrison

Roll out

Final deliverables included a flexible style guide, assets and templates for use across campaigns such as LGBTQ+ History Month and Pride. These include everything from social media posts and event graphics to digital screens and posters.

Campaign in numbers

  • The launch story was the 20th most engaged with story on Canvas (our staff intranet) for the month.
  • 7 Canvas stories receiving 1,325 views.
  • 4 website stories, receiving 634 views.
  • The LGBTQ+ Staff Network Canvas page received 73 views from 45 unique users. The views were up 170% from average outside of history month and users were up 180%.
Eventbrite page for a UAL LGBTQ+ History Month event featuring embroidered campaign letterforms in the “TRANS HISTORY” banner.
LGBTQ+ Staff Network Design identity, Eventbrite banner | Design direction: Creative, UAL
2 LGBTQ+ History Month posters combining bold typography with colourful embroidered letterforms from the bespoke alphabet.
LGBTQ+ Staff Network Design identity, Two A4 posters | Design direction: Creative, UAL
3 website mockups of Canvas LGBTQ+ History Month stories, featuring photography and embroidered campaign letterforms.
LGBTQ+ Staff Network Design identity, Three Canvas stories banners | Design direction: Creative, UAL
Instagram Story mockups featuring embroidered letterforms, workshop photography, and calls to action for LGBTQ+ History Month.
LGBTQ+ Staff Network Design identity, Two Instagram story highlights | Design direction: Creative, UAL

Meet the team

About UAL Creative

UAL Creative is University of the Arts London’s in-house design studio.

Since 2019 we have been building a team including alumni, recent graduates and occasionally students. We are a group of multi-disciplinary designers—freelance and permanent, Junior to Senior. Typically, you'll find the team working on: design strategy, design systems and campaign design including print, digital and animation for teams and projects across the University.

We are within the Communications Department in the Social Purpose Group and based at the High Holborn campus. We also work with designers through UAL Arts Temps, our university recruitment agency and jobs board, giving our students and alumni the opportunity to work freelance within our team.

Project team

Creative

Daniela Di Martino she/her/hers, Senior Designer, 2021 MA Graphic Branding and Identity, London College of Communication, UAL | 2018 BA Strategic Design, Universidad de Los Andes

David Morrison he/him/his, Junior Designer, 2023 MA Graphic Communication Design, Central Saint Martins, UAL

Gemma Lewis she/her/hers, Junior Designer, 2023 Fine Art Contemporary Photography, Central Saint Martins, UAL | 2020 BA Photography, London College of Communication, UAL

Lynn Yang she/her/hers, Junior Designer, 2023 BA Graphic Communication Design, Central Saint Martins, UAL

Stephanie Feather she/her/hers, Head of Creative, 2008 BA Graphic Design, Central Saint Martins, UAL

Collaborators

Communications

Joe O’Brien he/him/his, Staff Communications and Engagement Executive

Embroidery technician

Thanseela Abdul Kabeer Temporary Support Technician Surface Design Lab, Central Saint Martins, UAL

LGBTQ+ Staff Network

Carly Owen Student Experience Manager Residences, Halls Life, UAL (LGBTQ+ Staff Network Chair)

Cat Mahmoud Students Communications and Engagement Executive, UAL

Dr. Manrutt Wongkaew Senior Lecturer in Styling and Production, London College of Fashion, UAL

Elise Reynard Executive Assistant to the Dean of Pre-degree Studies, UAL

Jasmine Brady Staff Communications and Engagement Executive, UAL

James Steves Halls Life Committee Administrator, UAL

Kirk Ritter Learning Support Officer, London College of Fashion, UAL

Madhurima Kumar Halls Committee Administrator, UAL

Maisie Jenkinson Head of Finance, London College of Communication, UAL

Kirsty Stanton Events Coordinator, Halls Life , UAL

For more about our in-house creative studio or to work with us: creative@arts.ac.uk

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