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.

Email

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