google pride 2019 | pride forever
NYC’s The LGBT Community Center wanted to commemorate the 50th anniversary of the Stonewall riots. So in partnership with the National Parks Service and with help from Google, they developed Stonewall Forever. This living national monument expands access to and lets you add your own piece of LGBTQ+ history, making our past inclusive of every voice. A companion documentary, Stonewall Forever – A Documentary about the Past, Present and Future of Pride, directed by Ro Haber, brought together LGBTQ+ activist voices to explore the legacy of the movement before, during and after Stonewall.Google asked us to develop a cohesive campaign for Google Pride that could stand alone and also drive US web traffic to the monument and documentary. We developed Pride Forever, a celebration of the past, present and future LGBTQ+ communities.
We were tasked with developing a cohesive campaign for Google Pride that could stand alone and also drive US web traffic to the monument and documentary, working with the work-in-progress projects, whose design was still very much in flux, we developed Pride Forever, a celebration of the past, present and future LGBTQ+ communities.
inclusive identity
We developed three gradients that paid homage to the existing bisexual, trans and LGBTQ+ flags, in sync with their prior year’s commitment to making Pride celebrations inclusive of all voices. In that spirit, the Pride Forever lockup was localized into 13 languages. Identity was used across all swag including t-shirts, laptop stickers, environmental design across launch events, global Pride celebrations, including bus wraps and parade banners, print and digital advertising, and shared across social content channels.
English, Spanish, Portuguese, Mandarin (shown)
launch events
We carried that same approach to inclusivity through to the monument launch event in NYC and the campaign launch event in San Francisco at Gray Area, down to the custom branded signs making the restroom a more inclusive space for all. We created large format graphics celebrating some significant moments with historic archival photographs. We created a timeline highlighting some key points in the last 40 years of LGBTQ+ history, screened the Stonewall Forever documentary, included stations with Pixel’s setup for an AR view of the monument.
be a piece of history
We included an opportunity to add your story to the monument with cameras set up at each campaign event and on-site at global Pride celebrations. A gemstone tile was generated with the image and story for addition into the monument. A print was generated and also sent digitally for social sharing.
traditional print/display ads
Display 300 x 250 display ads (shown)
pride.google
We designed the page starting with an autoplay of the Stonewall Forever documentary, prominently featured the monument and a brief history of Pride along with a visual timeline and an updated infographic on the state of Pride.
social engagement
With the hashtags, #prideforever and #stonewallforever, we saw high levels of user interest and engagement.
Project: Pride 2019 | Role: Senior Art Director
Concepted and presented work with copywriters, led illustrator in creative exploration of icons and type treatment, managed production of all creative deliverables, and managed production partners on events and .com production.
Illustrator: Andy “Rooney” Simmonds
Creative Team: Angelina Springer, Senior Art Director; Stacey Luce, Senior Production Designer; Adam Wright, Creative Strategist
Agency: The Shop at Google, Firewood | Client: Google