The Client
NAF Pride is an LGBTQ+ initiative from New American Funding designed to make home ownership more accessible, inclusive, and affirming for queer individuals and families.
NAF Pride also emphasizes internal inclusion; empowering LGBTQ+ employees and fostering a workplace culture where authenticity and belonging are prioritized. The initiative aims to drive meaningful change across the mortgage industry by combining community representation, education, and collaboration to create a more equitable path to home ownership.
The Approach
The design approach to NAF Pride was rooted in honoring the history and resilience of the LGBTQ+ community while keeping the visual language refined and approachable. It draws subtle inspiration from the grassroots energy of early queer movements (think handmade signage, community organizing, and DIY aesthetics) but translates those cues into a more polished, contemporary system.
Rather than relying on overt or stereotypical visual markers, the design leans into nuance: restrained color applications, thoughtful typography, and understated references that quietly acknowledge the movement’s origins. The goal was to create something culturally relevant and authentic without feeling performative; an identity that respects the past while fitting seamlessly within a modern financial brand.
Joy DeHaven, Design Lead | Shauday Smith, Design Director | Kevin Thomson, Creative Director