With Pride

THE PROJECT

For Pride 2021, Amazon created a dedicated onsite experience to support the LGBTQ+ community. The chosen concept, With Pride encapsulated bold colors, expressive typography, and vibrant illustrations — striking a balance that is both unique and joyful. For this event, Amazon was not only celebrating, but empowering LGBTQ+ business owners, artists, authors, innovators, and all its customers with direct actions across categories. At Amazon, whether you’re reading with pride, listening with pride, or watching with pride, you’re always showing your support With Pride. To help bring this concept to life, we partnered with Leandro Assis, an illustrator from the LGBTQ+ community, who created custom illustrations that were used onsite, out of home and on social.

MY RESPONSIBILITIES

Concepting / Strategy. Art direction. Design.

DELIVERABLES

• An illustration suite of custom icons, illustrations, expressive typography, patterns and accents

• Dedicated event style guide

• Traffic drivers for onsite

• Social assets

THE TEAM

• Art Director: Allison Wagner

• Design: Chelsey Scheffe

• Creative Director: Lacy Muhich

• Creative Program Manager: Tiffany Carley

• Copywriter: Luke Hausman

• UX: Monica Trego