Objective
To develop a comprehensive visual identity and multi-channel campaign for a local Pride NPO. As a final capstone project, the goal was to modernize the organization’s brand through a new logo and a full suite of marketing assets, including billboards, bus shelters, and social media.
Target Audience
The campaign was designed to be radically inclusive, aiming to attract younger audiences and a new generation of activists without alienating the organization’s long-standing senior members and supporters.
Process
The core concept, which was ultimately selected by the client, focuses on the power of collective unity. I moved away from individual portraits to use high-contrast silhouettes filled with overlapping, vibrant colours.
This visual approach shifts the focus from specific age or ethnicity to the shared strength of the 2SLGBTQ+ community. By emphasizing that we are all part of the same movement, the design ensures everyone feels represented. The project involved a complete rebranding, from logo design to large-scale urban applications, all centered on the idea of mutual support.
Results
The chosen concept successfully refreshed the organization’s presence with a “Community First” visual language. The resulting identity is energetic, versatile, and impactful, creating a cohesive sense of belonging that resonates across generations and throughout the city.