We transformed Adobe’s logo into a powerful symbol of LGBTQIAP+ Pride through art and personal stories
About Adobe
Adobe is one of the largest software companies in the world. Synonymous with creativity and innovation in the Marketing, Design, and Communication sectors, it transforms the way creatives work through digital experiences.
Working with a global brand known for creative activity in digital channels heightened the challenge, but we saw this as an opportunity to go further and bring unexpected elements.
Challenge
Another aspect that added to our mission was Adobe’s global stance and its alignment with LGBTQIAP+ Pride Month. This was not a campaign for a brand that addresses diversity occasionally but one that holds it as a global core value.
Additionally, with Adobe having been with us for over a year, we had a “bar to surpass”: the campaign we ran for the same occasion in 2021.
The 2022 solution couldn’t be simple, small, or predictable.
Solution
Since we were planning a digital campaign, the visual aspect would be crucial. Our first step was to find a hook in the brand elements to weave this narrative in an assertive and original way. The symbols and meanings of Adobe and the LGBTQIAP+ movement were a good place to start.
Looking at the main LGBTQIAP+ movement flag and the Creative Cloud logo (Adobe’s primary application service), we found a similarity: both contained the same colors. This allowed us to associate symbols.
To link meanings, we used the values represented by each color of the LGBTQ+ flag:
- Red: life
- Orange: healing
- Yellow: sunligh
- Green: nature
- Blue: harmony
- Violet: spirit
With these associations, our idea was to incorporate the LGBTQIAP+ flag into the Creative Cloud logo. Our approach was to use these color meanings as themes for artworks reinterpreting this logo. To strengthen the narrative, we aimed to go even further in connecting meanings.
Simply representing the flag’s values in illustrations wasn’t enough; we needed a more present human element to carry this movement and what it represents for Adobe.
Enter the influencers—diverse people representing as many groups in the LGBTQIAP+ acronym as possible. To bring more authenticity to the campaign, two key choices were essential:
- asking each influencer to share a personal story themed by one of the flag’s colors;
- and creating the logo illustrations physically on a canvas over 3 meters wide.
These personal stories would add depth to the videos (the preferred format for social media performance) to hold the audience’s attention and deliver an authentic message. To associate with the brand, support and closing images for each video would show the process of illustrating the canvas.
We had our main series!
7 episodes in different versions for Instagram and YouTube, with six individual influencer videos creating separate sections of the canvas, plus a final video published on Pride Day that highlighted the stories and revealed the complete canvas showing the Creative Cloud logo surrounded by each artist’s work.
The results went beyond expectations and even extended outside the digital space. But before diving into that, let’s share more about who helped us get there.
The Influencers
We selected influencers based on profiles that could bring maximum diversity, considering each one’s digital presence. This approach included a range of engagement and reach, from micro to bigger names. The chosen influencers to share their stories were:
Our Content, Influencers, Art, and Production teams did exemplary work, but the episode content shows that the trust we built with these individuals was essential in their willingness to open up on camera. We have much to be grateful for!
And even more to share…
Additional Actions
To extend to more channels, we created actions in two additional areas:
Adobe Stock
All artists and influencers were invited to contribute artworks for Adobe Stock’s first 100% Brazilian LGBTQIAP+ Pride collection, Adobe’s official image bank. With no profit intent, all assets were made available for free. It was Adobe Brazil’s first curation of this kind.
Stories
Named “My Pride in Colors,” we developed a Stories filter so our followers could share their own stories in their networks with our support.
Public Engagement
To increase audience representation, we supplemented the campaign timeline with posts encouraging followers to share their Pride stories. The most genuine comments were selected for the final video edit.
Live Event
To conclude the campaign, our team organized an event in partnership with Galeria Café, a popular LGBTQIAP+ nightlife venue. The “Color of My Pride” party featured performances by Ekena, Valeria Barcellos, and Mc Trans, as well as DJs Sasha Zimmer and Felipe Rosa, with all proceeds going to Casa 1, an organization providing support and shelter to LGBTQIA+ individuals in vulnerable situations. To increase the donation, Adobe Brazil matched the amount raised and added it to Casa 1’s support fund.
Audio and Video
Results
Altogether, with the main series and supporting content, we published over 30 posts on social media. With a 70% retention rate on YouTube, the campaign also earned features in top Brazilian communication media, such as Meio & Mensagem, and impacted over 580,000 people.
“We wanted to bring visibility to new and different life perspectives, creating greater opportunities for the community to share their stories. The ‘Color of My Pride’ series not only helped us achieve this mission but reinforced how diversity contributes to a more creative and inclusive world.”
Vitor Gomes, Adobe Marketing Manager and member of Brazil’s internal Pride committee at the time