Pride The HaguePrideThe Hague

Together with lead designer Jonathan Lafer (ftre.co), we rebranded Pride The Hague, resulting in a vibrant new visual identity for the 2025 festival and beyond. For Pride The Hague 2026, ten of my own designs were in use across the festival, from the posters and merch to the Pride Station at Den Haag Centraal.

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.

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, so the Pride The Hague team could align on the direction that best fitted their evolving mission. A key requirement was integrating the existing heart logo into the new identity, to honour the organisation’s heritage. Here are the three proposals as we presented them.

Style proposal 2 was chosen, and refined into the final identity.

Once the final direction was chosen, we brought it to life by crafting the full visual identity: redeveloping and redesigning the website, creating versatile templates for social media and print, and managing all photo and video production, including shooting and editing the official aftermovie. This ensured a vibrant, unified brand experience at every touchpoint.

As a team, we built a full-scale social media plan to guide the project from its early stages through the festival, with a content calendar featuring targeted campaigns for community stories, volunteer recruitment and programme launches.