The Drum Awards Festival - Extended Deadline

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By The Drum, Editorial

November 29, 2023 | 2 min read

Lippincott won in the Design for Good category at The Drum Awards for Design for its rebranding of NYC Pride. Here’s the award-winning case study.

For over 30+ years, Heritage of Pride, a nonprofit born from the events of the Stonewall Uprising, has cemented itself as one of the foremost LGBTQIA+ Pride organizations.

However, the organization and its trademark event, NYC Pride, had an inconsistent brand identity that changed each year to reflect the event’s annual theme.

Enter: Lippincott. We worked with The Heritage of Pride leadership team on a new brand identity that would drive equity and awareness around the organization’s incredible impact, 365 days a year.

At the center of the new visual identity is the iconic Pride flag, capturing the brand’s spirit of celebration and activism. The flag subtly features the letters ‘NYC’, and features an adaptive gradient, providing storytelling flexibility and inclusivity for different subgroups within the LGBTQIA+ community.

The evolved NYC Pride brand debuted during Pride Month in 2022, coming to life across digital platforms, and beyond. The site received an 85% increase in new visitors and an 9% increase in followers on Instagram, the latter of which is an all-time record for any pride organization. The new branding made a splash at the NYC Pride March and garnered over 2.5 million impressions on Instagram.

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