Pride Amsterdam Brand Case Study
What started as a small community event in Amsterdam has grown into a globally recognized multi day festival celebrating the LGBTQ+ community. Today, Pride Amsterdam is literally the pride of the city.
The Pride Amsterdam brand case study is a master class in how to move with the times, and how to be flexible and inclusive while staying true to your values.
The organisation has been extremely successful in building allyship way beyond it’s own community. Corporations, and even the Dutch military, all clammer to get a boat on the event’s iconic canal parade. It’s crucial for employee brands to be seen at the event.
This case has been developed together with the Pride Amsterdam team.
The 32-page case study contains:
the 20+ year journey from a single local event to a global brand
the one strong brand purpose that allows the organisation to move with the times
the Pride brand strategy on a page
an analysis of the entire brand, from purpose, to visual identity and verbal identity
how Pride Amsterdam prevents its corporate partners from using the event for pinkwashing
an analysis of the translation of the brand purpose to all experiences: from the famous canal pride event, to the brand ambassadors and the business club.
