PROUDLY
Proudly is a fictional queer music festival built for a university project, one that treats visibility, community and participation as the whole point rather than an afterthought. It's less about watching from the crowd and more about helping shape what happens next.
Year
©2024
Industry
Festival
Category
Branding & Campaign
Product & Problem
For a university course on cross-media design, I developed Proudly, a fictional music festival brand for the LGBTQIA+ community. The goal was to design a complete campaign concept from scratch, positioned against classic Pride formats and typical festival communication, with a message of participation rather than just celebration. The idea centered on creating a space where queer people and allies could both party and actively shape the festival itself.
Role & Contribution
I developed the entire project independently, from strategic research to final design. This included market and competitor analysis, personas, targeting, and positioning, as well as the complete brand identity (logo, color palette, typography) and the full campaign concept across channels, translated into mockups for social media, website, newsletter, and print/OOH.
Key Design & Decisions
The visual identity is built around bold, organic shapes and a bright, playful color palette, designed to feel more spontaneous and community-driven than the polished, rainbow-heavy look many Pride campaigns default to. Social media was defined as the lead medium, supported by an unconventional OOH touchpoints which brought the digital campaign into physical space and encouraged people to engage and share on-site. Every touchpoint was built around the same core idea: don't just sell tickets, invite people to help shape the festival.
The Outcome
As an academic project, there's no real-world rollout to measure, but the concept was very well received, it earned strong feedback from the professor for both its strategic depth and its design execution.
