Every July long weekend, the heart of Toronto and cities across the country come alive with a colourful celebration of diversity and inclusion. We helped build an identity, tagline and mini campaign toolkit for Rogers stores in their effort to help show their support to the LGBTQ. Campaign graphics worked double duty — leading awareness for both the internal 25,000 employee organization and externally within over 500 retail stores, kiosks, affiliate spaces and social media.
Working with the diversity and retail teams, we helped define the branding for internal and external communications for the locations as well as retail stores across the country. Merging brand shapes, pride stripes and mobile device to create an icon that reflected our commitment to inclusion and diversity.Central to the week long Pride event is a parade running through Toronto’s core. The parade route runs parallel to multiple retail stores and Rogers corporate main campus.
As creatives we sometimes forget our ability to influence the way the people see and feel the world. Bridging connections, inspire action and creating awareness is threaded throughout everything we do. Most of the time ‘it’s just part of our job’, but sometimes we get to use that skill for something more meaningful. Connecting all of us with pride.
Campaign creative holistically lead retail, social, print, pop and experiential executions.