— Turning TrueLayer’s brand language into a celebration of people who changed the world.

TrueLayer talks about changing payments like never before. For Pride Month, we asked whether that same language could celebrate the LGBTQI+ people who changed culture, technology and society like never before. The campaign needed to feel joyful and expressive while remaining unmistakably TrueLayer.

Proud Like Never Before redirected the company’s own language towards people who broke barriers: Alan Turing, Tim Cook, RuPaul, Billie Jean King and Marsha P. Johnson. Each icon received a distinct visual world shaped by their personality, story and contribution. We kept the foundations of the TrueLayer brand, then pushed colour, graphics and typography into a more expressive register.

The icon artworks became a flexible toolkit for social content, office installations, profile covers, wallpapers, Slack stickers, clothing, lanyards and event materials. Events across the London and Milan offices brought the campaign into the spaces where the team worked and connected.

The campaign achieved the highest internal participation of any Pride initiative TrueLayer had run at the time, while social content performed above the brand average. More importantly, it created a recognisable brand moment that encouraged conversation across both offices.