Taking our pride to the streets for a 2nd year.

Jet.com creative direction, design

After a successful Pride, we were excited to co-sponser the event for a 2nd year. Applying lessons we learned after our first year, we designed an experience that showed the love Jet had for the LGBTQ+ community. Through an engaging concept we were able to, once again, bring joy to New York and our associates alike.

Concept Phase

I was excited to build on the success of our first Pride. For 2018, we wanted to be more impactful and communicate Jet, the brand. I also wanted our presence to feel larger-than-life and bursting at the seams with pride. I explored a variety of ideas, drawing from different points of inspiration.

Campaign

Balloons, honey! The team loved the concept and it's larger-than-life potential. The next step was fleshing out the idea before we began production. From float to giveaways, I concepted how the whole activation would look. Working closely with copy, we came to a final theme: #loveoutsidethebox. 

Final Design

After a few months of designing, budget tinkering, emails, presentations, and trips to Long Island we finally arrived at Pride Day! Our balloons were in full force, our giveaways were a smash, and above all our associates exuded joy. I was honored to have had a part in creating such a special day for so many of my peers. 

Collaborators:

Jet.com Creative Director: Eurie Kim

Jet.com Art Director: Anne Ritchie

Copywriter: Lincoln Thompson

Producer: Chris Ritter