Designing a visual identity for a campaign imparting wisdom from queer elders to a new generation of LGBTQ+ people.
Ahead of Pride month 2023, distillery worked with the Albert Kennedy Trust to identify and respond to the concerns of queer youth in the UK.
We launched Queer Joy, a campaign featuring a series of videos highlighting the hard-earned joy of older queer-identifying people—including guest star Ian McKellen—allowing them to share life stories, and wisdom to a new generation of LGBTQ+ people.
As lead designer on this project, my brief was to create a visual identity for the videos and supporting materials. My aim was to express the full vibrance of queer joy, containing nuance beyond the rainbow, and visually uniting classic style with a younger aesthetic.
The resulting campaign was a great success. Queer Joy won the 2024 Independent Agency Award for Purpose-Driven Campaign as well as the Freedom Award for Agility; it has also been shortlisted for a Data & Marketing Association Award.
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