Giving LGBT+ events a bold new identity
CLIENT: PRIDE IN LONDON
PROJECT: COMING OUT
Brief
Develop a brand for the launch of Pride in London’s new event platform, which will become the go-to guide for LGBT+ events in London.
The Work
After carrying out a piece of strategy work to establish exactly what the platform needed to convey we struck on the name 'Coming Out', a reference to both the act of 'coming out' as LGBT+ to family and friends and the physical act of heading out to events. ‘Coming Out’ is simple and attention grabbing, whilst helping the platform to feel inclusive feel and able to attract events from every corner of the LGBT+ community.
We added as simple, snappy strapline, 'Queer events for the queer community' which communicates exactly what the guide is for, and leverages learnings of how well this language lands with the target audience.
Working alongside the in-house team at Pride In London, we helped develop a distinct, bold style, inspired by the neon lights of Soho along with a fun, inclusive tone of voice to help create excitement around the wide range of LGBT+ events happening across London every day.
