LGBTQ+ Business Week
ROLE: Creative Director, Content Producer
For the first-annual LGBTQ+ Business week, I was tasked with updating the visual identity since it’s launch in 2022. After evaluating existing assets, I recommended that we update the art direction for year two, bringing in more vibrancy within the color palette, as well as introducing new visuals that would feel bold, celebratory, and shareable. Along with a new visual identity, I created a variety of static assets including announcement and share graphics for social media, a robust website, Canva templates, and badge stickers.
In addition to the visual creative, I worked with the team on developing overall campaign positioning and social media content recommendations. This year, I recommended a strong amplification strategy with the goals of 1) Showcasing a diverse group of queer-owned business owners (geographic, business size, industry, etc), and 2) Create buy-in and excitement from participating businesses by creating shareable content via a social media toolkit, and publicly celebrating businesses on owned channels to encourage collaborative postings + shares. We worked together to encourage event promotion, celebration, and storytelling of LGBTQ+ business-owners via UGC and consistent engagement leading up to - and during - LGBTQ+ Business week.
Lastly, in order to make this a public-facing database that is usable by anyone looking to support queer-owned businesses, I created an Airtable database that easily embedded into the website for visitors to be able to use. Airtable was the perfect tool to use because we are able to filter the database by any type of business you’re looking for, all built by data submitted by the businesses themselves. Featuring over 300 businesses, we are proud to feature a variety of owners from different identities and industries from all across the country. This type of categorization then helped us create content for social media, such as Indigenous-owned businesses, disabled queer business owners, Black-owned businesses, etc.