Amex Pride 2023

American Express aimed to unify its PRIDE+ Networks' visual identity for Pride, tasking us with developing a cohesive brand presence across event collateral and local chapters. The client specifically requested a new design based on their existing Pride Wave element from their brand, which we incorporated into our concept.

As the lead designer, I collaborated with the Creative Director to refresh the Pride+ logo and wordmark, modernizing design elements and messaging to resonate across print, digital, and experiential platforms. Our designs included T-shirt and pin concepts, a selfie backdrop, and even a 17-foot blimp, banners, and flags to ensure maximum visibility during Pride events. We also created a comprehensive Pride Playbook, outlining guidelines for partners to execute the new identity consistently. This project showcased our ability to elevate brand expression and foster inclusivity through design.