Maggie’s Brand Identity

Maggie’s Toronto Sex Workers Action Project is the oldest sex worker justice organization in Canada, offering holistic, life-affirming support to current and former sex workers throughout Toronto and the GTA. Their work spans street outreach, harm reduction, case management, drop-in programming, and tailored community resources—guided by the core belief that sex workers themselves are best positioned to define safety, dignity, and connection on their own terms. Founded in 1985, Maggie’s has long operated with limited resources and a deeply grassroots ethos. Their primary audience is the sex worker community, meaning their presence must feel warm, open, and deeply trustworthy. But to effectively engage funders, brand partners, and policymakers, the organization needed to evolve without losing its heart. We partnered with Maggie’s to strike that balance: a visual identity that respects their rich history while giving them the professionalism and clarity needed to thrive today. The modular identity system creates a unifying thread across all programs and services, while the typographic pairing expresses both strength and softness—echoing the bold legacy of advocacy and the compassionate care Maggie’s continues to provide.