Love As You Are Crocs Pride Campaign

Project Scope

Art Direction

Digital Design

Logo Design

Roles

Creative Direction/Design—Kaitlyn Wong

Photography—Movetic

Copy— Clarice Ilustre

Timeline

12 weeks

During my time at Crocs, I was given the opportunity to help concept and bring to life our 2022 Pride campaign. I collaborated with our copywriter to help ideate three possible directions for our Pride campaign, and we then worked with our integrated marketing teams to flesh out and refine our ideas. The goal of this year’s campaign was to celebrate the love and stories of the LGBTQIA+ community, rather than having our Pride product be the main focus.

Over the course of a few months, we brought this campaign together to be launched in May. As the primary designer, I was in charge of creating the look and feel of the overall campaign for different marketing activations. The primary focus of this campaign was to shine a light on queer voices. We wanted to highlight the progress the community has made throughout the decades and to show how connected the community is no matter an individual’s gender or sexual identity.

We wanted to avoid typical depictions of the various pride flags and their stripes. Instead, we opted to visually represent the community by displaying a gradation of colors that are a part of the pride flags. The gradient colors also visually depict the progress the community has made over the years and helps visualize how progress is not sudden, but gradual. Additionally, images of each member of the community is connected to the next through the usage of the weaving gradient line to signify the connection between members of the community.

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