being one's true authentic self without fear or judgement
The Halifax Pride Society is a not-for-profit organization of volunteers dedicated to producing a Lesbian, Gay, Bisexual, Transsexual, Transgender, Intersex, Queer, Questioning, 2 Spirited, and Allies (LGBTTIQQ2SA+; herein referred to as LGBTQ+) Pride Festival.
Challenge
Their mission is to produce a Pride Festival that is: Accessible to all; Fiscally responsible; Rewarding for all who participate, reflect, and celebrate the best of the LGBTQ+ community and culture in Halifax and throughout Nova Scotia. The Halifax Pride Festival is a celebration which draws in more than 120,000 participants and is Canada’s 4th Largest pride festival.
Halifax’s annual pride parade started in 1987, when a brave group, some wearing bags over their heads, walked through downtown. In the quarter century since, the parade has grown into a week-plus series of events, and a celebratory mood has come to define the community-wide festival.
Solution
An analysis of common trends of past Pride festivals conclusively relied on rainbows, a strong lean on typography, geometry, and non-literal, abstract imagery. Seldom are their representation of individuals.
The ‘Once upon a pride’ theme allowed flexibility to be literal with the theme. Concept was created so that people can individually relate to while keeping it cheeky and accessible. The brand fit seamlessly with all partnered events and flexible enough to fit to any kind of application.
The Brand
Showcased the Festival’s name but doesn’t overshadow the theme. Lively typeface, pride-full colours that emote a fun, festive, inclusive time for everyone. Nodding to the ‘fairy tale’ with the font and banner. Reproduces well large to small scale for maximum legibility.
The ‘Halifax Pride Bug’ was designed to indicate an official Pride event or location. Multiple colours available to allow for flexibility in numerous applications.
The Characters
The popularity of adult cartoons and web comics as mainstream entertainment, their prevalence at conventions, pop-culture, are in direct relation to the fact that people can see themselves in them, but personified as a fantasy, caricature version. This was a direction to convey various flavours of the community in a playful, energetic way that supports each community and unites them under the ‘Once upon a pride’ brand.
Event Posters
The popularity of adult cartoons and web comics as mainstream entertainment, their prevalence at conventions, pop-culture, are in direct relation to the fact that people can see themselves in them, but personified as a fantasy, caricature version. This was a direction to convey various flavours of the community in a playful, energetic way that supports each community and unites them under the ‘Once upon a pride’ brand.
‘Show your pride’ Online Campaign
Halifax Pride launched a Facebook cover photo campaign. Followers could send a message to Halifax Pride with short anecdote and request a character of their choice and a personalized cover photo was returned to be used on the user’s profile. What was unexpected were the number of requests and the depth of the personal anecdotes that were shared.
He has supplied the Halifax Pride Festival with amazing graphics, developed and supported our advertising and media plan, developed all print advertising, and originated and executed our first ever radio ad campaign. The ‘Orlando team’ takes their corporate responsibility seriously and follows through on their commitment to the LGBTQ+ communities. Their adept social media marketing throughout the Atlantic Provinces and the rest of Canada also provides our small budget festival the opportunity to reach thousands more LGBTQ+ travelers.
Mr. Orlando clearly demonstrates his forward thinking and open-mindedness about the LGBTQ+ community. He works tirelessly and demonstrates great sensitivity to organizational needs, as well as creativity in solving problems. He is perceptive, emphatic, and committed to every task he undertakes, and I recommend him highly indeed.
