On the House

The You've Always Belonged hero poster image, Chantal Regnault: Modavia LaBeija, Octavia Saint Lauren, and Carmen Xtravaganza, House of LaBeija Ball (Copyright © Chantal Regnault, 1989) was chosen to show that QTBIPOC folk have existed and taken up space throughout history, in this case specifically by celebrating their establishment of the ballroom scene in the 60's (yes, that early)—80's.

Historically, queer design (Ball posters, humanitarian efforts, sex-ed pamphlets) has featured humanist-like typefaces, more often actually handwritten. This inspired the choice of Salo Bold, a serif font chock-full of bold personality, as the campaign's display typeface, continuing to pay homage to that history.

In ballroom culture, Queens, Kings (and everything in between) are members of "houses", where a pioneering "house mother" opens her home, metaphorical or physical, to accept folks who have been otherwise exiled by their blood-related families. Once folks become "members" they are then identified by their house or found family by using their house name. "The House of Labeija", of pioneering mother Crystal LaBeija, is featured in the campaign's main image. I referenced the concept of the house in the campaign lockup with the small white house inside the "O" in "Belonged".