Pride Amsterdam 2024

Visual Identity

Creating unity in times of division.

The Challenge

With LGBTQA+ freedoms under pressure internationally, Amsterdam's Pride community faced internal division rather than solidarity. Pride Amsterdam needed a visual identity that could reconnect diverse groups around shared strength and common purpose during an increasingly polarizing time.

Our Approach

The Idea

"The Weave" concept—threads intertwining to create something stronger. This visual metaphor shows individual identities connecting to form collective power, moving beyond isolated groups to unified community.

Execution

Interwoven layers brought Pride's signature colors to life while celebrating diversity. We developed a comprehensive toolkit enabling community organizations to create consistent assets across events, digital platforms, signage, flags, stage content, outdoor advertising, and print.

Impact

Cultural Recognition

The weave identity was adopted by community groups beyond official Pride events during a challenging political climate for LGBTQA+ rights.

Community Usage

The toolkit enabled grassroots organizations to create materials while maintaining visual consistency, with various groups producing their own Pride-branded content.

Community Response

The visual identity supported connections across Amsterdam's LGBTQA+ community during a period of increased social division.