Capturing the unique and personal nature of love and pride.

We had the pleasure of designing the campaign and event collateral for the 2020 Rainbow Pride Parade hosted at Viaduct Harbour. Challenged with reimagining the universally recognised pride rainbow, we looked to create a dynamic graphic treatment which shifted into a variety of angles and shapes. The ever-changing graphic visualises the campaign’s core message; that love is love, in all it’s forms. The event was a true celebration of love, equality and diversity.

“Rainbow Pride is one of the most significant and successful pieces of work that has been delivered to Viaduct Harbour. Its process was equally as important as the work that was produced. The design journey required deep empathy for the complicated environment that our partner, a non-profit organisation, was emerging from. South listened carefully to multiple layers of voices and subsequently distilled the essence of Rainbow Pride’s values into one powerful message. The campaign design was soft but dynamic, non-confrontational yet highly engaging. It is by far one of the most beautiful and emotionally intelligent projects we’ve received.”

Samantha Saxton-Beer
Brand & Marketing Manager
Viaduct Harbour