Case Study: Twin Cities Pride

OPPORTUNITY

As one of the largest festivals in the Twin Cities, Twin Cities Pride’s goal was to create experiences that bring the greater LGBT community together to celebrate their diverse heritage, inspire the achievement of equality, to educate and create awareness of issues and foster inclusion as a way to challenge discrimination.

Their concern was that the organization was being perceived as the Gay State Fair of Minnesota. They needed a more accurate visual and verbal expression of who they are, what they believe, and what they do through a clarified visual identity.

That’s where we came in.

Process

We studied their brand and the business. We defined the audience.We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.