Designing a system for LGBTQ guidelines at JPMorgan Chase presented some unique challenges. Although the firms is recognized globally, PRIDE events are celebrated locally, and should remain the primary focus of the guidelines. Our strategic approach makes use of bold and simple typefaces to overcome the firms conservative brand identity. We then provide our local groups flexible guidelines that focus heavily on examples, so pride chapters with different budgets at events both large and small can show up with a consistent message.