PRIDE 2024
Original conceptualization and branding design for the Human Rights Campaign internal and external campaign for the 2024 Pride season.
Our Present is Rooted in Our Past
The Challenge & Approach
Developing potential branding approaches for the Pride 2024 season presented a unique opportunity to build off the strong foundation and recognition of HRC and its branding, while also breaking the mold with a more artistic approach. These strategic decisions reflect the moments the LGBTQ+ movement has endured in struggle and success over the last sixty years as well as where it still has to go.
Design elements reminiscent of the 70s and 80s speak to the boldness, vibrancy, and resilience of the LGBTQ+ community then and now. HRC has been pivotal in the movement for nearly 50 years and although the organization has had a history of strong brand recognition with their iconic equality logo, it’s important the organization continue to evolve and pivot their branding to speak to more contemporary challenges and missions of the movement today.
+ Campaign Branding
+ Merchandise Design
+ Typography
+ Messaging
Research, Sketch, and Repeat
The Process
In my initial research, I was heavily inspired by zines, publications, and flyers from the LGBTQ+ movement in the 60s, 70s, and 80s. In particular, I drew inspiration from Drag Magazine, which was published in response to the Stonewall Uprising of 1969 by critical figures in the drag and trans movement for equality, Lee Brewster and Bunny Eisenhower. I was inspired by the symbols, bold typography, and patterns throughout the spreads of each edition. Most importantly, Drag Magazine used its ink to center the community and the role trans women of color had in driving the LGBTQ+ movement forward.
In initial exploration, I explored the theme of “People. Power. Progress.” and utilized symbolism and iconography in my design approach. The design solutions lean into a puzzle-like approach with each symbol or word playing a critical role to the campaign.
