Press Release: Ainoa Launches Free Branding and Business Support for UK Trans Women Entrepreneurs and Non-Profits in Wake of Supreme Court Ruling
FOR IMMEDIATE RELEASE:
Newcastle upon Tyne, UK – 17 April 2025 – In direct response to the UK Supreme Court’s recent ruling excluding trans women from the legal definition of “woman” under the Equality Act—a decision widely condemned by human rights advocates and trans communities for its chilling impact on safety, dignity, and inclusion—Ainoa, a purpose-driven branding and creative communications agency, is launching a major pro bono initiative to support trans-owned businesses, trans entrepreneurs, and trans-led non-profits across the UK.
A Commitment to Trans Empowerment
Ainoa is dedicating 60% of its annual pro bono hours to provide free branding, marketing, and business development services to trans women-led ventures. This initiative aims to help trans women and the wider trans community build financial independence, amplify their voices, and foster vibrant, inclusive workplaces at a time when legal and social setbacks threaten their rights and safety.
“Trans women and the wider trans community are facing a moment of unprecedented hostility and exclusion in the UK,” said Salla, Founder and CEO of Ainoa. “We refuse to stand by while our friends, co-workers, family and loved ones are pushed to the margins. At Ainoa, we believe business can—and must—be a force for good. By offering our expertise and platform, we want to help trans entrepreneurs and non-profits not just survive, but thrive.”
“This isn’t just about policy; it’s about people, dignity, and survival. I’ve witnessed transphobia and hate before, but this feels different. When one group’s rights are rolled back, the dominoes start to fall: LGBTQ+ rights, women’s rights, the rights of people of colour, disabled people, freedom of speech and so on. It’s a warning sign for us all. At Ainoa, we refuse to let this moment pass in silence. This initiative is our act of hope and solidarity—a promise that, even when the world tries to erase you, we will stand with you, amplify your brilliance, and help you build the future you deserve.” Salla, on her latest blog.
Why Now?
The Supreme Court’s ruling has sparked widespread concern among campaigners, with activists warning of increased risks of discrimination, exclusion, and violence against trans people. Despite the legal setback, protections against discrimination remain in place, and the need for solidarity and practical support has never been greater.
Trans and non-binary entrepreneurs are underrepresented, often face barriers to funding and employment, and are forced to hide their identities in professional spaces. Ainoa’s initiative aims to break down these barriers by providing high-impact, affirming support at no cost.
What’s on Offer
Trans woman-led businesses and trans non-profits can now apply for:
Bespoke branding and visual identity projects
One-to-one business development consultations and coaching
Social media strategy, content creation, and community management
Creative campaign planning, digital and print design, and more
Ainoa’s team of branding, consumer psychology, and marketing experts will review every application personally and tailor support to each organisation’s needs.
A Call to Action for UK Businesses
Ainoa also invites other agencies, companies, and professionals to join this movement for trans empowerment. “Now is the time for the business community to step up, stand in solidarity, and offer real, practical support,” said Salla. “If your company can offer skills, mentorship, or resources to trans entrepreneurs and non-profits, we want to hear from you.”
Looking Ahead: Expanding Our Support
While our current initiative prioritises trans women and trans-led non-profits in response to the urgent need for solidarity and support, our commitment doesn’t stop here. As our capacity grows and with every new client we serve, we aim to allocate even more resources to this initiative. Our vision is to extend free branding, business, and marketing support to the wider trans and LGBTQ+ community, including non-binary and gender-diverse individuals, across the UK in the near future. We believe true inclusion means no one gets left behind, and we’re excited to grow this programme as our business grows.
Contact & Media Opportunities
For interviews, images, or more information, please contact:
Salla Västilä, Founder & CEO
Bio: https://www.ainoa.agency/salla
Email: salla@ainoa.agency
LinkedIn: https://www.linkedin.com/in/sallav/
Website: https://www.ainoa.agency/trans-entrepreneurs
High-res images and logo available on request.
About Ainoa
Founded in 2020, Ainoa is a branding and marketing agency built on empathy, inclusion, and social impact. With a diverse, majority-queer team, Ainoa works to create opportunities for overlooked talent and drive positive change across communities.
END
Notes to Editors:
Images of the Ainoa team and more images of previous work are available upon request.
For more information on the impact of the Supreme Court ruling and community responses, see recent coverage by PinkNews, Amnesty International, and TransActual UK
Other businesses interested in partnering or supporting this initiative can contact Salla directly.
This release is intended to reach trans women and the wider trans community, as well as allies, businesses, and the media. Please help us spread the word and ensure support reaches those who need it most.
