Pride Toronto 2025
A fourth year of leading the thematic narrative, marketing campaign, and strategic support for North America’s largest Pride Festival.
Rooted in the theme All In, the visual system draws directly from activist design language, using a custom, condensed hand-drawn typeface to reflect the raw energy of protest, visibility, and unapologetic celebration. By layering large typography with bright, high-contrast colours and textured backgrounds, the system is designed to amplify, projecting voices, movements, and messages outward while reinforcing a sense of collective resistance and unity.
Industry
Arts & CultureNon-Profit
Service
BrandingDigitalMotion
Pride 2025 launched with the theme All In. It was a clear and inclusive call to action—an invitation to bring your full self, to stand with others, and to move together. The message acknowledges the pressures facing the 2SLGBTQI+ community while offering solidarity, energy, and hope. Working collaboratively with Pride Toronto, we developed a visual system and content strategy designed to support that message across every platform. The campaign included core creative assets, messaging guidelines, out-of-home concepts, a brand launch toolkit, and interactive on-site activation ideas that Pride and its partners could implement.
View more projects
