C A S E S T U D Y
B A C K G R O U N D
For its 30th year, Johannesburg Pride partnered with Joe Public United’s brand design and digital teams to reposition itself under a new banner, ‘The Pride of Africa’. Joe Public Shift developed the foundations of the new brand identity and at the forefront was a custom-designed flag, inspired by those of all 54 African countries. Joe Public Connect then supported and amplified the new identity through a 4-month digital launch campaign which included a website redesign, digital billboards, and various elements across social media.
With our digital content we introduced a loyal and passionate community to the new brand while also elevating Johannesburg Pride’s online identity to new heights. Our designs were inspired by the shapes of the Pride of Africa flag, brought to life with slick yet simple animation and beautiful photography of people from within the LGBT+ community.
A W A R D S
BRONZE • Brand Design • Cannes Lions
FIRST • Brand Identity & Collateral • Creative Circle
GOLD • General Design • The Loeries
SILVER • Logo Design • Clio Awards
W E B S I T E
F L A G A N I M A T I O N
S O C I A L M E D I A
B R A N D I N G
C R E D I T S
Client: Johannesburg Pride / Pride of Africa
Agency: Joe Public Shift & Joe Public Connect
Creative Direction: Simone Rossum, Christo Kruger
Brand Strategy: Mike dos Santos
Brand Identity & Print Design: Emarie Gouws
Digital Design & Animation: André Lopion
Copywriting: Jared Milne
Photography: Johan Venter
Videography: Soulfilter Productions
