San Francisco Pride
Creative Director
Identity, Design, Marketing, Retail
Creating a rich visual identity for the world-famous San Francisco Pride. Beginning with only their signature color purple, I explored the city’s rich aesthetic history and developed an aesthetic to bridge the cultural gap between the expanding target demographics.
2023
2023: Theme Work
2023 THEMES:
The board selected theme of “Looking Back And Moving Forward” set the goal of ushering in a new era for the organization. With the rise of 1970’s aesthetics in current popular culture, and San Francisco’s queer history decidedly escalating during the period, I developed a brand language we referred to as “modern tye-die aesthetics.”
2023 THEME DESIGN:
To develop the 2023 Theme Design we printed, cut out, and scanned hundreds of photos from the “GLBT Historical Society, est 1985,” creating a vibrant and diverse collage of San Francisco’s queer history.
2023 IN-THEME HERO LOGO:
Using both the Hero Logo and the “Looking Back and Moving Forward” aesthetic we developed an In-Theme Hero Logo for 2023. Keeping the brand recognition while capturing the attention of a new audience and further emphasizing the message encapsulated in 2023’s thoughtful theme choice.
2023 MAINSTAGE LINEUP:
More information coming soon.
2023: Theme Work… Sent To Drafts
SENT TO DRAFTS:
For this alternative design identity, I wanted to channel the boldness of San Francisco Pride’s previously best-selling merch, “Year of the Queer” and the graphic directness of Rupert Garcia’s work.
To tie it together with the theme of “Looking Back and Moving Forward,” I wanted to explore the various ways time has been depicted in Bay Area art. Bruce Beasley’s goal "to capture and encompass the spirit of space and light in a free-flowing form" in Apolymon and Victor Moscoso’s poster art for The Doors at the Avalon Ballroom provided great inspiration.
Depicting the passage of time through tactile graphic elements; bringing an aesthetic representation of the past informing San Francisco Pride's present and future goals.
RESEARCH + INSPO
San Francisco Pride’s Best Selling Merch: 1993 “YEAR OF THE QUEER” t-shirt
Rupert Garcia, Attica is Fascismo, 1972
Bruce Beasley, Apolymon, 1970
Victor Moscoso, Poster for Avalon Ballroom Concert, 1967