Proudly African. Authentically you - repositioning the iconic Johannesburg Pride brand under a new banner, ‘The Pride of Africa’.

Proudly African. Authentically you - repositioning the iconic Johannesburg Pride brand under a new banner, ‘The Pride of Africa’.

06 Apr 2020, 12:00 - 13:00

Destination Theatre
Language:
English

To commemorate its 30th edition in 2019, Johannesburg Pride partnered with design consultancy Joe Public Shift to redefine the brand’s visual identity, acknowledging its growing support from visitors across Africa in recent years. As part of its repositioning under a new name, ‘Pride of Africa’, the brand sought to communicate its greater role and responsibility as a platform for inclusion and advocacy on behalf of the LGBTQ+ME community’s rights on a continent where people continue to face overwhelming discrimination due to their sexual orientation or gender identity. Underpinned by a refreshed positioning platform, a dynamic and authentic visual identity was created for the brand – one that truly represents the diversity of Africa's LGBTQ+ME community while cueing the brand’s current and future aspirations as a catalyst in the community’s ongoing fight for inclusion, acceptance and equality. This talk will take you on our journey from insight to strategy to design and execution as we sought to take Johannesburg Pride to a new level – beyond the parade.

Contributors

  • Mike dos Santos

    Speaker

    Strategic Director

    Joe Public Shift

    Mike began his career in 2005 in the field of market research, an opportunity that allowed him to explore his interest in statistics, semiotics and...

  • Emarie Gouws

    Speaker

    Senior Designer

    Joe Public Shift

    Emarie Gouws is a senior designer at Shift Joe Public. She was one of the creative team members that worked on the Pride Of Africa Flag campaign. At...

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