Ian Mackenzie Chief Creative Officer


As with many marginalized groups, the global LGBTQ+ community has been engaged in a long and ongoing struggle for equality. To a large extent, that struggle plays out across a country's laws, rights and cultural landscape. For example, marriage equality, adoption, blood donation, military service rights, even the rules surrounding gender assignment on government documentation - each can have a profound impact on a person's life. And each are governed by specific public policies and laws. This is a lot of data. And navigating it creates ongoing complexity.From its work as a peer-to-peer not-for-profit supporting the LGBTQ+ community, PFLAG Canada knew that inequalities are both widespread and vary widely depending where you are.Our brief: draw attention to these inequalities - and help the LGBTQ+ community navigate them.
The idea: The Pride flag reimagined as a dynamic data visualization measuring LGBTQ+ laws, rights and social sentiment.
Design story: At the height of the American LGBTQ+ community's first big fights for acceptance, the designer Gilbert Baker created the Pride flag. Since then, this flag has become a powerful symbol of acceptance. Destination Pride builds on the visual identity and meaning of this flag - but updates it to provide deeper insights into the degrees of acceptance the community may find. PFLAG Canada is a national not-for-profit offering peer-to-peer support for people dealing with LGBTQ+ issues. This project is a powerful expression of its commitment to equality for all people.

Date created: June 2018 2018-06-01T00:00:00+0100
Date published: 19 August 2020 2020-08-19T16:17:56+0100


  • PFlag CanadaClient
  • Andrea BarrettGroup Account Director
  • Andrew BernardiAssociate Creative Director
  • Andrew YangManager, Data Analytics
  • Anna Percy-DoveEVP, Strategy
  • Ashley WhitakerProject Manager
  • Dave LaingAssociate Creative Director
  • Devon WilliamsonArt Director
  • Edward DengDesigner/Animation Director
  • FCB/SIXPresident
  • Fred LevronWorldwide Creative Partner
  • Gillian MorrisonDigital Producer
  • Heung LeeFront End Developer
  • Jacob CiesielskiVP, Head of Data and Technology
  • James LyCopywriter
  • Jonathan SanfordFront End Developer
  • Khizra ArshadProject Manager
  • Kirsty PleckaitisUser Experience
  • Krystle MullinAssociate Creative Director
  • Lina VaismanQA Manager, Data and Technology
  • Lindsay HannProducer
  • Louis Duncan-HeDirector of Marketing
  • Madara RanawakeDirector of Technology
  • Mark DomitricMusic & Voice Director
  • Patrick Stolk-RamakerExperience Designer
  • Shalta Dicaire FardinAccount Director
  • Shannon StephaniukPublic Relations
  • Shasta LutzCasting
  • Stuart ThursbyAssociate Design Director
  • Zac MathesonStrategist
  • * Cannes Lions Winners 2018
  • * John FungStrategy Director
  • * Ian MackenzieExecutive Creative Director

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