We led the official NYC Pride 2025 merchandise project from concept through final design, providing senior creative direction and strategic oversight throughout. Drawing inspiration from NYC Pride’s archives and the 2025 theme, Rise Up!, we developed a visual system rooted in New York City’s cultural and graphic language.

Referencing iconic local elements such as subway tilework and branding, the city skyline, and the Statue of Liberty, we built a cohesive narrative that felt both contemporary and deeply tied to place. Working from an initial brief defined solely by the theme, we shaped the full creative direction, translating intent into a clear, scalable visual identity across all merchandise.