On March 11, Europe reached an important milestone in inclusivity. In response to the deterioration of LGBTIQ rights in Poland and Hungary, members of the European Parliament officially declared the EU an “LGBTIQ Freedom Zone.” Driving this initiative is Renew Europe, our new client. Since Chase has always spoken out on equality and diversity, we are proud to support them in raising awareness on urgent issues such as LGBTIQ rights.
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Our creative team produced social media visuals and a series of video testimonials under the slogan “Same love, same rights.” One of the leading creative forces behind this was Cassandra Beyne, a 27-year-old freelance graphic and motion designer.
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Visuals for the “Same love, same rights” campaign (client: Renew Europe)
“I always need to be working on something; I like learning new things. If I'm not designing, I practice pole dancing, and recently I also started roller skating,” says Cassandra. Before becoming a full-time freelancer in July 2020, Cassandra worked at a digital agency called Pivott. “I worked there for almost five years. During that time, I was already freelancing part-time. Last year, I left the agency and became a full-time freelancer. Honestly, I didn't expect it to grow this fast. I've been lucky to have great clients and lots of work!” she admits.
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Cassandra Beyne
When asked why she chose the freelance path, she answered that freedom was the key ingredient: “One of the reasons I wanted to become a freelancer is because I can choose the clients and projects I'm genuinely excited about,” Cassandra admits.
Discovering Graphic Design
Regarding her studies, Cassandra didn't immediately know she wanted to become a graphic designer. “Graphic design wasn't my first choice. I started studying architecture, but after three months I realized it wasn't for me. In architecture, you're always doing projects, making plans, giving presentations. My projects weren't successful, but one of my teachers said the way I presented my ideas was exciting. Following that advice, I switched to graphic design, and that was indeed the best decision,” Cassandra explains.
<img class="editorial-image" src="https://cdn.prod.website-files.com/637fa006bbd6df2ee73927fb/6419856749c7dc86ebe18231_ASNbps6FWcStTyUlaCqa-lN4YN_Fvf1zMXQtOFDqzcI.png"/> © Cassandra Beyne
Graphic design involves many skills, from web design and editorial design to branding. When she became a freelancer, Cassandra realized she wanted to focus on the areas she excels at and enjoys most: branding, creating visuals, and developing compelling visual concepts.
As a graphic designer, you can learn so much. I discovered you can do a lot, like branding, and I really enjoy that. Finding the best creative solutions for clients, coming up with ideas, creating things—that's my thing. Graphic design opened up a whole new world for me.
Another area she enjoys exploring is typography, which is particularly evident in her work for the LGBTIQ campaign for Renew Europe. “In recent years, I haven't had much chance to focus on typography, but I still do it for myself. It's something new I enjoy, and I want to experiment more with it in future projects,” she says.
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One of the images taken for the LGBTIQ campaign
Collaboration with Chase Creative on the Renew Europe LGBTIQ Campaign
Her connection with Chase came through Free, an account manager at Chase Creative.
“Free introduced me to Chase. We knew each other from before, as we worked in the same building but at different agencies. She asked if I wanted to work on some projects with Chase Creative, and I agreed without hesitation,” says Cassandra.
Her work for the Renew Europe campaign produced fresh and bold visuals that emphasized critical messages about equality and inclusivity. When brainstorming ideas at the start of a new project, Cassandra describes her creative process as chaotic:
“My creative process is usually very chaotic because I don't think in a straight line; it goes in all directions. I explore many options and play with countless ideas. The first concepts we presented to the client were fun, but they didn't see the proposed concept as aligned with how they wanted to communicate. Their feedback was clear, which really helped me understand the direction I needed to take.”
“We kept the campaign's core messages and visuals realistic, without overemphasizing rainbow colors or other LGBTIQ symbols. It's more authentic to show regular people in everyday situations. The fading text supports the conclusion—the key fact that we all deserve the same rights, regardless of sexual orientation, gender, or physiological sex characteristics.
“Ultimately, I think we found the right balance between the client's vision and Chase Creative's brand style. It's such a relief when the client likes and approves the creative concept and visuals. When a client is happy with my work, it makes it all worthwhile,” Cassandra concludes.
Design is everywhere
The impact of graphic design has always been significant, but nowadays, with digital media, it has become a complex, omnipresent thread in everything we interact with, learn from, and experience.
Before I studied graphic design, I didn't realize its impact on our lives. Through graphic design, you can convey messages and influence people; it's such a powerful communication tool.
<img class="editorial-image" src="https://cdn.prod.website-files.com/637fa006bbd6df2ee73927fb/6419856b3a77402ae023ed16_ucs3kXYA3E4Cycv8cn6uiPVHWsPxV7d0QxZgGAe27r4.png"/> © Cassandra Beyne
We couldn't agree more. Graphic design is everywhere—from websites, books, and apps to posters and banners on the streets. This creates endless opportunities for graphic designers to thrive and find creative opportunities. “I remember when I started my studies, people questioned why I chose to become a graphic designer, since there are already so many designers. I believe there's enough work for every designer; someone designed the books you read or the newspaper articles you read—they were designed to make reading easier. It may seem trivial, but through intelligent and good design, we make life easier and definitely more enjoyable,” says Cassandra.
Cassandra is already discussing ideas for her next project with Chase. “The overall feedback I got from the team was positive, so I'm excited to see what the next project will be. I hope this is just the beginning of a long-lasting collaboration with Chase,” Cassandra concludes.
