Celebrating 50 years of Pride, in the city where it all began
Jet.com creative direction, design
2019 marked both the 50th anniversary of the Stonewall Riots and the arrival of WorldPride in NYC. As a sponsor for NYC Pride, we knew we needed to not just amplify the moment, but cement our commitment to the local LGBTQ+ community. Through digital, video, print, email, and experiential touchpoints we educated our customers on the moment, while simultaneously celebrating the vibrant diversity in our workplace.
Concept Phase
Working together with our copy partners we arrived at the campaign theme: Pride Forever. Using the campaign tagline as inspiration, I concepted several ideas on how to bring the activation to life. Below is a snapshot on how the process came together.
Initial ideas
After a few rounds of reviews and iterations, we landed on 2 main ideas for the design.
We landed on a simple & bold logotype that would be flexible across all our touchpoints.
Video art direction
As part of our activation we partnered with SAGE, the largest advocacy nonprofit for LGBTQ+ elders, to amplify the voices of the Stonewall generation and shine a light on the great work the organization does. We conducted longform interviews with two “Stonewall Heroes”, Alston Green & Marsha Stone, to hear firsthand their experience in the aftermath of the Stonewall Riots and how it helped forged the way forward. As we prepared for these interviews, I set the direction in terms of tone, lighting, and shooting style.
Final Campaign
After months of hard work on our biggest Pride activation to date, we finally went live. Throughout the month of June we delighted our customers through digital and print.
Ad in WorldPride Guide, distrubuted across NYC throughout the month of June
NYC Grocery customers received inserts and a special packaging seal during the month.
The March
The campaign culminated in the streets as Jet associates, friends, and family came together to march down 5th Avenue to show their support for the LGBTQ+ community.
Final float sketch
Collaborators:
Jet.com Creative Director: Eurie Kim
Jet.com Art Director: Anne Ritchie
Copywriter: Kayla Lamke & Lauren Chamberlain
Producer: Chris Ritter
Event Photography: Shirley Yu