2017 was a seminal year for Pride Toronto. Pride came to Puncture to help develop a theme for this year’s festival, having sought us out after seeing our work with The Bentway in Toronto.
After gathering insights through conducting a series of interviews with the board of directors and key stakeholders, we came up with an unconventional approach for Pride 2017’s overarching theme. Based around the “+” frequently seen at the end of the LGBTQ+ acronym, the theme is inclusive and remains political while celebrating the history and achievements of the community. Deceptively simple, it supports a rich messaging framework, while still remaining versatile enough to support a variety of communications.
