PRIDE CYMRU

Coming out for the Big Weekend. An integrated campaign which delivered a bright and bold brand refresh, creating record-breaking attendance levels.

Creative - Branding - Design - Copywriting

The Brief

Pride Cymru is a three day event held in Cardiff each year. celebrating Wales’ LGBTQ+ community and its supporters. In 2017 things were looking unsure as to whether the government would invest in the costly event. It needed to be bigger and bolder than ever.

Pride's ethos, exuberance, costumes, music, parade, pride, all shout fun, boldness and joy; however their brand wasn't matching suit. We needed to create a brand refresh and enticing campaign which would mirror this!

The Idea

Working to a tight deadline, we developed a bright and bold brand refresh and campaign, taking colours of the Pride rainbow and transforming them into a vibrant palette with each colour a statement in itself, yet each also working boldly next to the other.

The updated visual identity contained two key new idents for the 2017 event, the campaign badge ident, 'Coming Out For The Big Weekend', with variations of this design being created for specific messaging, using a range of the brand colours, as well as the 'I Map Pride Cymru's Big Weekend' logo. This was developed as a sub-ident of the primary Pride Cymru logo and was used in its place during the event.

The versatile tagline of the event, 'Coming Out for...' allowed us to create campaign communications with varying messages to suit particular formats and audiences.

The Pride 2017 event badge graphic