pride worcester
brand identity & festival campaign marketing
2022 — 2023
building a new era of pride
CREATIVE LEAD / BRAND DESIGNER / VOLUNTEER ORGANIZER
brand direction + visual identity design + campaign design + website development + event collateral
Pride Worcester was entering a new chapter in what is now a 50-year history of Pride celebrations in Worcester, MA.
A new generation of organizers was stepping up to the plate with a variety of visions for what Pride could evolve into. My role was to help Pride Worcester expand beyond a one-day festival into a year-round community presence. I developed a flexible brand and campaign system that supported fundraising, event promotion, community outreach, talent management, and the many moving parts of a volunteer-led organization.
The organization needed a visual identity that reflected the values of new leadership while still feeling welcoming to the wider LGBTQ+ community, communities of color, local partners, sponsors, volunteers, vendors, performers, and allies.
The challenge was building something refreshing, joyful, and grassroots, but also organized enough to support growth year after year. Working within the realities of a volunteer-led organization, the system also needed to be reusable, easy to expand, and strong enough to support the team without needing to be reinvented every season.
I focused on creating a system that could stretch across the full Pride Worcester experience: sponsorship materials, social templates, apparel, business cards, event posters, signage, stage design, web pages, and the Pride Week community calendar.
I also helped shape the website into a central hub for sponsor, vendor, performer, event organizer, and volunteer inquiries, producing a streamlined and transparent intake process for both the organization and wider community. A major piece of the strategy was the sponsorship overview guide, which helped communicate the organizing committee’s vision to funders and community partners.
outcome
The rollout of the refreshed identity and campaign system helped support approximately $65,000 in sponsorships and donations and welcomed 10,000+ festival attendees in 2023 alone, contributing to significant community engagement and social media growth between 2023 and 2026.
Most importantly, the visual identity is still in use, giving Pride Worcester a stronger brand foundation for future programming and fundraising.