Pride Movement
Brand identity for Pride Movement, a not-for-profit organisation that advocates for inclusivity in community sports.
The Problem
People in the LGBTQ+ community often face barriers to participating in sports, such as fear of harassment and discrimination. This leads to lack of belonging, concealment of self-identity, and even withdrawal from sport altogether.
The Solution
To capture the warmth and energy of community sports, the brand identity adopts a lively, approachable voice. This comes through in a playful, paper cutout aesthetic inspired by queer artists such as Keith Haring and Hannah Höch.
The Process
Research included case studies of existing organisations within the LGBTQ+, sports and advocacy spheres. Interviews were conducted with the client and queer community members to hone in on an approach that feels authentic rather than performative. From this, I built a visual language of paper cutout shapes and bold lettering to celebrate diversity and movement. The final outcomes were reached after many rounds of iteration and feedback.
