Gerson Lopez
Gerson Lopez
As a member of the LGBTQIA+ community, I was tasked with leading the creative direction for ION’s Pride Month initiative — a campaign that not only celebrated Pride but uniquely integrated ION’s brand identity with the spirit of the community. The goal was to create a branding system that was vibrant, meaningful, and extended beyond just one month of visibility.
Celebrate Pride with a design system that honors ION’s identity while embracing diversity and inclusion — creating a campaign that extends beyond just one month.
To begin, I reimagined ION’s lock-up by blending their iconic logo with the vibrant colors of Pride, crafting a symbol that represented unity and pride simultaneously. The heart of the campaign was the slogan “Proud of who we are,” a message both simple and powerful, speaking to authenticity and fearless self-expression.
Inside ION’s offices, the campaign took shape through engaging in-office totems and vibrant graphics that built excitement and promoted awareness for the events. I also directed the photography direction that captured the joy that embodied the spirit of Pride. To deepen the connection within the company, I designed custom icons representing diverse facets of the LGBTQIA+ community, creating a unique visual language for internal groups like the ‘LGBTQIA Cafe.’
The campaign was met with enthusiastic support both internally and externally. Employees and community members across NYC and London embraced the branding, which not only elevated ION’s presence during Pride events but also underscored their genuine commitment to diversity and inclusion.
What made this project especially rewarding was how the design resonated so deeply that it became a lasting cultural touchstone — adopted for two consecutive years and worn proudly through merchandise and parade visuals. It proved that authentic storytelling and thoughtful creative direction can transform a seasonal campaign into an ongoing celebration of identity and belonging.