A safe place
Rather than reinventing the wheel with Pride messaging every year, I developed and led the creative direction and strategy around Pinterest’s annual Pride campaign. For 3 years “A Safe Place” has become an ongoing commitment to building a safe place for LGBTQ+ Pinners and Pinployees on and offline.
The campaign emphasizes the positive impact of safe places in the journey of self discovery and hear directly from Pinners why Pinterest is a safe place for the LGBTQ+ community to find and express themselves authentically.
Leading a small but mighty team of volunteers, we created a scalable Vis ID playbook for cross functional teams to be able to create Pride content around our centralized messaging + look and feel. This has allowed for a unified Pride message globally.
Every year we look to the biggest issues impacting the community and make subtle changes to our language in order to have more meaningful impact.
Credits
Creative Direction: Ricardo Baltazar
Director/Motion Design: Pedro Orendain
Designers: Alex Camacho + Elias Rabeh
Editor: Carson Porter