Pride Week Client Projects

Pride Week

Client Background

Pride week is a week of events at the University of Alberta celebrating 2SLGBTQ+ individuals and communities. This particular year had a focus on bringing awareness and conversation to issues and challenges they face.

My Role

Developed visual strategy for campaign
Created campaign visual assets
Executed production and installation of printed assets

Primary Audience

Current University of Alberta community including students, staff, and faculty

Requirements

The client wanted this campaign to evoke a spirit of tenacity and activism with a serious tone but one that still had a sense of joy. They wanted it to convey that "it's good to see what we've done but there's still a lot of work to do".
Don't use rainbows, fabulous images of people partying, or any cliche pride imagery
Include the colour purple and the carnation — a flower being handed out during Pride Week on campus to act as a symbol for the event and the cause

Goal

Bring awareness to Pride Week on campus and the particular focus of activism for this year
Push folks to the list of events, and increase attendance at the individual events

Strategy

I chose to illustrate a dynamic image of a fist holding a carnation. It feels kinetic and passionate, and connotes activism. The brick wall texture and layout employing blocks of image and whitespace create a feeling of grass roots and give a nod to activist posters from urban streets.