Identity, event graphics and branded collateral for Penguin Pride 2018.
Whereas previous years Pride events celebrated the past. the brief for this years Pride was to create a bold and energetic campaign to focus on looking to the future and appeal to a wider and younger audience. There are a lot of talented artists emerging in the LGBT community.
The idea underpinning the creative is that everyone is an individual, and when we come together we form a community. This came from a conversation discussing the trend of companies slapping a rainbow flag on their branding, potentially devaluing the meaning of the flag and assuming everyone in this community has the same tastes and interests. The iconic rainbow colours have been separated out and used individually to represent and celebrate the individual, amplified by the black and white base that acts as a platform for the content to stand out (black and white being a nod to the colours of a Penguin, and also written literature). Other assets include the love heart doodle motif in individual colours, and the Penguin holding hands icon that can be used in any of the rainbow colours, communicating a strong and defiant message that love is for everyone.
The event goers and audience are encouraged to interact with the campaign via social, choose their favourite colour t-shirts etc. and each piece of communication can be assigned one of the 6 colours, resulting in a playful, adaptable and expressive campaign used across digital, print, social platforms and motion.