Pride Together TOUr

Out of Home & Digital Campaign Activation

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Client: CDC, Let’s Stop
HIV Together

Role: Lead Designer, Naming and Visual Strategy

Project Scope:
Campaign naming, identity design, and digital activation for annual Pride engagement

In 2020, the Start Talking. Stop HIV. initiative was unified under the Let’s Stop HIV Together brand. I proposed a new identity for Pride outreach—Pride Together Tour—to align with the campaign’s updated messaging and shift the call to action to Let’s Stop HIV Together, with “We All Have a Role to Play” as supporting language.

I led the naming, visual strategy, and system design, adapting the tour’s neon-inspired aesthetic for a fully digital rollout during the pandemic. In 2021, the system expanded to support 17 city activations through mobile trucks, geofencing, and social ads.

Highlights:

Created a flexible, energetic visual identity used across digital and physical formats
Enabled virtual Pride engagement during COVID-19 with tailored content for 7 cities
Campaign reach (2021):
- 5.9M+ impressions via mobile trucks
- 4.4M+ impressions through social ads
- 2.2M+ impressions via geofencing