This Montreal Agency Convinced a Store to Change Its Name to Support the Transgender Community

John St.'s non-binary rebrand better reflects baby boutique’s ethos

Rose ou Bleu changed its name to Mauve. Rose ou Bleu

Before 2015, Target stores featured two distinct colors besides the store’s signature crimson. Pink represented girls clothing, toys and bedding, often adorned with dolls and princesses, while blue indicated action figures and sports and, by association, boys’ items. In 2015, Target changed the game by taking away references to gender in departments that they decided didn’t need to be separated on that basis. The goal was to focus on the idea that a “kid is a kid” and to represent gender-inclusivity in their locations nationwide.

Mitch Reames is a freelance writer based in southern Oregon. A 2017 graduate of the University of Oregon school of journalism and communications, Reames covers a wide range of industry topics including creativity, agencies, brands, esports and more.