In 2025, Pride Toronto launched under the theme All In — an open call to show up fully, stand alongside one another, and move forward together. In collaboration with Pride Toronto and the team at Puncture, I helped develop a visual system that could carry that message across every touchpoint. The goal was to create something flexible, bold, and accessible — a framework that felt expansive enough to hold the diversity of the community while remaining cohesive.
The campaign included core creative assets, messaging guidelines, out-of-home concepts, a launch toolkit, and ideas for interactive on-site activations that Pride and its partners could adapt and implement throughout the season.
