The project puts a modern, typographic twist on the iconic Pride rainbow flag colour-way. Each print uses copy to celebrate the individual stories of LGBTQ+ people that can get lost in the rainbow-washing so prevalent throughout Pride month.
A limited run of the prints is available at independent retailer We Built This City on Carnaby Street as part of its Creative Pride: Loud, Proud, Now exhibition, which features the work of 12 queer artists. 10% of proceeds from sales will go to the LGBT+ charity, Opening Doors London.
The artwork is also being used by M&C Saatchi Group’s Proud network as it hosts Capturing The Rainbow – a series of talks, events and an exhibition on queer representation. The campaign installation for this, also created by Golik, has gone live today.
In February of this year, LIDA launched a pop-up shop and range of merchandise in partnership with We Built This City to support its new proposition, “Make Work People Welcome”.
Ben Golik, Chief Creative Officer, LIDA, commented: “This work started as a response to so many Pride campaigns being created by corporations outside the community. While visibility is always great, brands should think more creatively than the dutiful application of rainbow stripe vinyls for Pride month. As a community and as individuals, we have a lot more to be proud of.”
Source: M&C Saatchi Group