In June 2018, I led the creative direction for Twitter's global Pride campaign,
'Pride is Happening,' a multi-channel initiative celebrating LGBTQIA+ voices across digital and physical spaces.
To ensure visual consistency and brand resonance across Twitter's global offices,
I developed a comprehensive creative system spanning parade float design, environmental graphics, digital assets, and branded merchandise. The toolkit unified Twitter's Pride presence while providing flexibility for local market activation.
'Pride is Happening,' a multi-channel initiative celebrating LGBTQIA+ voices across digital and physical spaces.
To ensure visual consistency and brand resonance across Twitter's global offices,
I developed a comprehensive creative system spanning parade float design, environmental graphics, digital assets, and branded merchandise. The toolkit unified Twitter's Pride presence while providing flexibility for local market activation.
Project type:
Event/Campaign Design
Event/Campaign Design
Role:
Design Lead - Twitter
Design Lead - Twitter
In-house collaborators:
Design - Mackenzie Crist
Producer - Dovie Dockery
XFN team: TwitterOpen, Twitter Marketing, Twitter #Studio
Design - Mackenzie Crist
Producer - Dovie Dockery
XFN team: TwitterOpen, Twitter Marketing, Twitter #Studio
#Pride2018
Campaign
Campaign
Event page template (AEM)
As Design Lead for Twitter's 2018 Pride presence, I designed a parade float that transformed Twitter's digital platform into a physical celebration of identity and community. The centerpiece of the design featured mirrored Tweets that reflected parade attendees back to themselves as the float moved through the streets.
This design choice served multiple strategic purposes: it physically manifested Twitter's 'See What's Happening' brand message, while emphasizing that Twitter itself isn't the story—it's a platform that amplifies and reflects the voices of its community. The mirrors created a powerful metaphor for visibility and representation, core values of both Pride and Twitter's commitment to transparency.
The interactive nature of the design turned spectators into participants, as their reflections became part of the float itself. This seamlessly connected Twitter's digital purpose of enabling people to see themselves in larger conversations with the physical experience of Pride celebration.
This design choice served multiple strategic purposes: it physically manifested Twitter's 'See What's Happening' brand message, while emphasizing that Twitter itself isn't the story—it's a platform that amplifies and reflects the voices of its community. The mirrors created a powerful metaphor for visibility and representation, core values of both Pride and Twitter's commitment to transparency.
The interactive nature of the design turned spectators into participants, as their reflections became part of the float itself. This seamlessly connected Twitter's digital purpose of enabling people to see themselves in larger conversations with the physical experience of Pride celebration.
#PrideParade
2,443,544 Tweets using our hashtags
4 Pride Parades globally
400+ Tweeps attended
2,443,544 Tweets using our hashtags
4 Pride Parades globally
400+ Tweeps attended
Pride Events
19 events
8 offices
4 continents
19 events
8 offices
4 continents
Creative
Development
Development
Campaign
Toolkit
Toolkit
