Creating an unforgettable inaugural Pride

Jet.com creative direction, design

Jet.com was built on transparency and inclusivity in the workplace. When we co-sponsored NYC Pride in 2017, it was a natural collaboration. With our associates being top of mind, I worked across marketing, editorial, events, and diversity & inclusion to create memorable experiences across the city that gave our peers a fun and safe space to celebrate love.  

Concept Phase

With the prospect of showing up at NYC Pride for the first time and an expectation to wow, the pressure was on. Not only were we creating a space for our peers to celebrate, but we also were marketing Jet's grocery service. What better way to marry the two, than by incorporating fruit into the concept! 

Early idea, inspired by Moschino

Another early float idea, using lenticulars and living fruit wall

Campaign

After initially landing on Concept 1, Moschino-inspired, we made updates to accomodate our limited budget. Taking the root inspiration for the first idea, large fruits, I edited it down to a more feasible execution. We made the float a giant Jet box overflowing with fruit, completed with cheeky fruit emoji fans and large fruit inflatables.

Final Design

Working collaboratively with departments across Jet and external vendors, we put on a Pride for employees to remember. We brought our fruit theme to life, complete with drag queens donning every color of the rainbow! Our designs also resonated with our customers, as social content from the day was the most engaged content of the year. 

PrideFest Booth

Jet Coupon Wheel

Collaborators:

Jet.com Creative Director: Eurie Kim

Jet.com Art Director: Anne Ritchie

Event Photography: Emily Kingsolving

Copywriter: Nick Morgan