Pride

Client: ION

Event Visual Identity
Conceptual Ideation
Brand Development
Digital Branding
Merchandise Design
Brand Communication
Creative Direction
Art Direction

Bringing visibility, expression, and community into the workplace. For ION’s annual Pride initiative, I developed an identity that connected LGBTQ+ expression with the company’s visual language, then extended it across awareness campaigns, event communications, and employee materials.

Challenge

Giving a shared initiative a meaningful presence.

ION needed a Pride identity that felt expressive and relevant to the community it represented while working within an established corporate brand. It also needed to serve several purposes: raising awareness, promoting events, and giving employees ways to make their support visible.

The challenge was to connect those activities through a recognizable visual language, with enough flexibility for different messages, locations, and formats.

Approach

Connect community perspectives with creative direction.

I worked with People & Culture, Employee Resource Groups, and internal stakeholders to connect the identity with the community it represented and the organization’s goals for the initiative.

I used that shared purpose to guide the creative direction. The identity needed to celebrate expression, make opportunities to participate easy to recognize, and retain a clear connection to ION.

The Visual Identity

Build expression from the existing brand.

I used ION’s nucleus graphic as the foundation for a modular Pride motif. Expanding the circular form into concentric bands of color gave the initiative a distinctive symbol while preserving a visible relationship to the parent brand.

The motif works at different scales. As a complete ring, it serves as a compact identifier. Enlarged and cropped, it becomes a framing element that brings color and movement into layouts without requiring the logo to carry every brand moment.

Deep navy provides a consistent ground for the brighter colors. The balance allows the identity to move between celebratory imagery and information-led communications while keeping typography readable.

Photography Direction

Celebrate the freedom to be yourself.

I selected and licensed photography that expresses joy, individuality, and the confidence to feel comfortable in your own skin. Expressive styling, movement, and shared moments bring warmth to the identity and reinforce Pride’s message of belonging.

Bold backgrounds and vibrant wardrobe choices echo the brand palette, connecting the imagery to the graphic system. The selection balances individual portraits with moments of togetherness, giving the campaign a human presence across digital communications and shared spaces.

Campaign Applications

Turn visibility into an invitation to participate.

I extended the identity across email communications, posters, in-office totems, webcam backgrounds, and event collateral. Each format had a specific role within the initiative.

Emails brought awareness content and upcoming events into the inbox. Posters and office displays made the initiative visible in shared spaces, pairing clear messages with photography and prominent calls to action. Webcam backgrounds gave employees a way to express support during everyday digital interactions.

The recurring motif linked those encounters. Changes in scale, color, and image placement gave individual communications variety while keeping them recognizable as part of the same initiative.

Email campaign

Posters

Event and Employee Materials

Carry the identity into shared moments.

Location-specific event lockups, apparel, and tote bags extended the campaign beyond office communications. Compact marks worked as small identifiers, while larger typographic and motif treatments made the identity visible on wearable pieces.

I also developed structured assets and guidelines so teams could apply the system across their own communications. This made the identity usable beyond the individual materials I designed.