ABOUT

We designed the identity to abstractly reflect the 2022 event theme, ‘My Gender, 
My Pride’. From the offset, we were clear we had to respond with an identity that addressed the complicated topic of gender sensitively, and that avoided the usual visual cliches associated with LGBT+ events. Composed of a diverse and colourful range of 
ever-changing organic shapes, the dynamic identity visualises the fluidity to express 
gender individually without conforming to socially constructed stereotypes.

To kick off the project we hosted an immersion workshop with transgender and gender-neutral ambassadors from the Pride Amsterdam community. Through a series of open discussions and interactive activities, we drew out a number of key themes that directly informed our creative concept,‘My Gender is Fluid.’

Applied to all on and offline carriers, the resulting inclusive identity vibrantly dressed the city of Amsterdam through the Summer, ultimately connecting with a diverse audience 
of over 560,000 visitors to the event’s packed, week-long schedule.