Pride On.

COMPANY
Zwift

Zwift is a massive online gaming software for cycling and running. Celebrate the annual Pride On series during June. Riders and runners of all levels are welcome to participate. Join in on any events, workouts, group rides, or group runs.

For the campaign, I presented multiple concepts to stakeholders and the Employee Resource Group, the Priders. The group voted to select the most favored design to be placed in-game for the event. After the selection, I took the concept and design into creative production and final execution.

PARTNERS
Athlete Ally, AIDS/Lifecycle

Identity

ROLE
Brand Design, Visual Identity

The logotype and logomark are a transformation of Zwift's in-game encouragement, Ride On.

Gifted by fellow avatars, these rainbow thumbs-up activate in specific events.

Game Design

ROLE
Creative Direction,
Game Art, Gameplay Capture, Graphic Design, Illustration, Screenshots, Visual Identity

The visual identity for Pride On comes from the brand essence: strength and shine. The concept revolved around the interwoven rays of light to reflect the elements of rainbows and sunshine.

PRIDE ON FLAG

Email

ROLE
Creative Direction,
Game Art, Gameplay Capture, Illustration, Motion Design, Screenshots, Visual Identity

Personalized messages for sign-up activation generated hype leading to the event series. As a follow-up, an event completion message reveals the item unlock for 2022 Pride On to highlight their achievement in-game.

Press Release

ROLE
Creative Direction, Screenshots

"A lifeguard tower stands in Long Beach, California, painted in the colors of the rainbow.

It was decorated during June 2020, as a celebration of Pride Month and a year-round welcome to LGTBQIA+ people. It was burned down several months later, but the city of Long Beach rebuilt it – and so did Zwift, in the virtual world." — Zwift News

Stickers

ROLE
Illustration, Motion Design, Visual Identity

Make it rain with the rainbow Pride On digital stickers and join the celebration.

Social Media

ROLE
Creative Direction, Game Art, Gameplay Capture,
Graphic Design, Illustration, Screenshots

The events led by community leaders and Zwift employees engaged in social interaction and highlighted the support.

Following up are reminder posts of unlocks revealed to raise awareness of the events and continue the engagement.

INSTAGRAM

INSTAGRAM

ROLE
Creative Direction, Game Art, Gameplay Capture, Screenshots, Graphic Design, Webpage Layout

Web page layout for desktop and mobile is created with details of the event series.

Show up and shine with friends, allies, and LGBTQIA+ Zwifters all year long. It’s time to launch a massive wave of rainbow Pride Ons throughout the virtual worlds! Finish any event and unlock the 2022 Pride On collection.