Family Equality

Launching a resource tool — from concept to brand to build — in just two months.

Hands holding a mobile phone with the Family Equality Path2Family Equality tool onscreen

The challenge

Create a tool to protect, inform, and connect LGBTQ+ families in crisis

Family Equality received an outpouring of concerns from families following a significant increase in the number of anti-LGBTQ bills across US states and the Supreme Court. To support these families, Family Equality wanted to develop a tool to provide quick and safe access to answers and resources.

What we did

  • Recommended technology direction and product development strategy to drive the project quickly
  • Aligned stakeholders and defined the tool through discovery and strategic planning activities
  • Drove product development from conception to branding to prototype in a single design sprint
  • Led thoughtful discussion to reevaluate project direction and scope when outside forces altered the landscape
  • Facilitated product branding activities for tool naming, brand creation, and logo design
  • Recommended and compiled content to inform content strategy and populate the resource library
  • Rapidly engineered the site to get to testing and refinement sooner
  • Developed a first iteration built to launch quickly and lay the foundation for future scaling 
  • Built a mobile-first experience on WordPress, hosted on Pantheon
No one should have to navigate this journey alone.
3 phones on an orange background displaying various pages of the family equality tool


From conception to launch, we helped Family Equality rapidly respond to the needs of LGBTQ+ families and provide a tool in just 2 months. Via the Path2FamilyEquality tool, families can safely access expert answers, legal information, resources for critical healthcare, and community support.

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