Create a campaign to celebrate Pride Month in a way that feels fresh, authentic, and meaningful, avoiding the predictable “rainbow-only” approach commonly seen across retail.
Solution
I developed a refined yet vibrant concept that celebrated Pride through design subtlety and symbolic storytelling. Instead of relying on overt rainbow motifs, the creative incorporated gender symbols seamlessly into the Topman and Topshop logo, offering a playful, inclusive, and intelligent nod to Pride. The result was a visually striking campaign that aligned with both brands’ contemporary aesthetic while still carrying strong cultural relevance.
Challenges
The understated approach initially faced internal resistance, as some stakeholders felt competitors might take a louder, more traditional route. Additionally, the idea of adapting the core brand marks to include gender identity symbols presented creative and reputational risk, but it also offered the opportunity to communicate inclusivity in a more sophisticated, thought-provoking way.
Outcomes
While this concept was ultimately not selected for rollout due to concerns over press interpretation of gender representation, the creative direction was well received internally for its originality and boldness. It demonstrated a forward-thinking approach to inclusive branding and sparked valuable discussions around representation within the organisation.
