Victorian Pride Centre
The Victorian Pride Centre is the first purpose-built hub for Australia's LGBTIQ+ communities. A place where everyone can come together, honour the past, celebrate the present, and work towards a more inclusive future.
The centre had been many years in the making, with an established brand identity when Seesaw was approached to create a campaign for launch.
Art Direction
Branding Guide
Printed Collateral
Copywriting
Photography
Campaign
Larry Vila Pouca
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As part of our Design for Good initiative, the studio went beyond this initial brief to develop the brand’s strategic positioning and a comprehensive toolkit to best support the marketing team’s rollout.
Like the Pride Centre, Seesaw celebrates equality and diversity. The launch campaign drew these themes together with one word – OPEN – speaking to the purpose of the centre, and its long-awaited unveiling. The campaign heroed community members, expressing what pride means to them through portraits, video content and personal recollection.
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After extensive stakeholder engagement, a refined positioning strategy and brand guide were developed, clearly defining the brand’s values and storytelling alongside the visual language.
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