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As Africa’s longest-running LGBTQ+ME pride event, Johannesburg Pride has received significant support and attendance from the community across the continent in recent years.
With this insight in mind, Johannesburg Pride recently partnered with brand and communication agency Joe Public United, whose specialist brand design team (Joe Public Shift) and digital team (Joe Public Connect) worked together to reposition the iconic Johannesburg Pride brand under a new banner, ‘The Pride of Africa’ This strategic shift, which coincides with the event’s 30th year, is intended to usher in a new era for the brand, making it more inclusive and relevant to the entire African LGBTQ+ME community. As part of this, the repositioning seeks to turn the brand into a year-round platform, taking a much broader, positive stance in terms of the community’s rights and needs across the African continent, underpinned by a new tagline: “Proudly African. Authentically you.”
Joe Public Shift developed the master brand strategy for Pride of Africa providing a strategic