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Project overview

Collaborating with the lead designer Jonathan Lafer (ftre.co), we led the rebrand of Pride The Hague. Our mission was "redefining Pride The Hague to become one unified experience," resulting in a vibrant new visual identity for the 2025 festival and beyond.

Client
Year
  • 2025
Our work
  • Design Identity, Digital Interactive, Media Motion, Story Vision
Website
Window-Logo-Mockup-scaled
Visual Identity

"Redefining Pride The Hague to become one unified experience"

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Challenge

Pride The Hague’s visual presence was fragmented and inconsistent, failing to connect with a new generation, local partners, and its diverse community. The challenge was to build a recognisable and scalable brand that captured the vibrant, inclusive spirit of The Hague itself.

Our Approach

To set the strategic direction, we first developed three distinct branding concepts. Each explored a different visual language from bold and rebellious to soft and inclusive allowing the Pride The Hague team to align on a direction that best fit their evolving mission. A key requirement was thoughtfully integrating the existing heart logo into the new identity to honor the organization’s heritage.

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PrideDH Proposal 2 - V B.2.3-01
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Pride The Hague - Visual Guidelines - V 6.6.1-01
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Once the final direction was chosen, we brought it to life by crafting the full visual identity. This included redeveloping and redesigning the website, creating versatile templates for social media and print, and managing all photo and video production. This comprehensive approach, which included shooting and editing the official aftermovie, ensured a vibrant and unified brand experience at every single touchpoint.

Mockup
Planning a social media strategy

As a team, we architected a full-scale social media plan to guide the project from its early stages through the festival. We coordinated on a content calendar that featured targeted campaigns for community stories, volunteer recruitment, and program launches.

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