«Riga Pride 2023 - Bloom!».
Brief description of the project
Through the gloom, Riga Pride wanted to create a colourful, festive, friendly and inclusive communication that would make everyone cheer up, as Pride has evolved from a protest to a celebration of diversity. Flowers have been woven through the history of the LGBTQIA+ community since the 6th century BC, when the ancient Greek writer Sappho wrote poetry to her lover, linking her to violets, and Oscar Wilde invited gay men to pin green carnations to the lapel of their jackets. There was also a secret gay meeting place in Riga called "The Black Carnation". The community has always had to find secret ways of communicating in order to find others like itself, as was done in the 1980s with the "language of the handkerchief". Inspired by the Victorian secret language of flowers, the new visual identity concept for Riga Pride brings to light community history and secret methods of communication, creating an educational and inclusive communication that highlights the diversity around us. Nature can only exist if it has diversity, and the same is true for society.
Originality and creativity of the idea
Historically, much of the communication surrounding Pride has relied on widely recognized symbols, such as the rainbow flag, which serves as a unifying symbol for sexual orientations, identities, subcultures, and equality. However, each social group within the LGBTQ+ community has its own distinct flag, which may be less familiar to the general public. Our aim was to personalize our communication by addressing each group individually, highlighting their flag, its colors, and a specially chosen flower, thus creating a new symbol rooted in history. This concept is easily adaptable and can evolve over time. For example, in next year's Baltic Pride event in Riga, we plan to continue this floral motif, expanding the communication to include new heroes dedicated to neighboring countries and beyond.
Definition of the problem and the relevance of the applied solutions
The new visual concept aimed to evoke joy and celebration not only within the LGBTQ+ community but also among the wider public, demonstrating that Pride can be more accessible and inclusive. Our goal was to raise awareness of the LGBTQ+ community by employing innovative methods to educate the public about existing inequalities, discrimination, and hate directed toward the community. Additionally, we aimed to create something special and personal for fellow LGBTQ+ individuals, something that would bring a smile to their faces and uplift their hearts and spirits. Our approach involved transforming the discourse surrounding the subject, adopting a distinct visual language, and introducing new symbols that have not been stigmatized by society, unlike the 'rainbow flag'. As a result, our efforts have garnered increased public attention, expanded our circle of supporters and allies, and sparked international interest in the new symbols.
Co-creation, stakeholder involvement and cooperation during the realisation process
The development of the new concept was a collaborative effort involving close cooperation with the LGBT and friends association 'Mosaic' and the Pride volunteer team. Together, they delved into the history, symbolism, and societal attitudes towards the community. Illustrator Māra Čaure and animator Zigfrīds Niklavičs were enlisted to bring the idea to life. In collaboration with the Labietis brewery, a beer dedicated to this human rights event was specially brewed. Clear Channel played a crucial role in enabling us to reach out to a wider audience, encouraging them to thrive. In collaboration with Dainis Rudenis, Evija Celma, and the TVNET group, the first mural dedicated to the LGBTQ community was brought to life. Taking into account Latvia's diverse nature, the Riga Pride team, in collaboration with the Latvian Fund for Nature, planted an urban meadow in Buru Street Square.
Functionality and technological solutions
The mixed visual concept of Riga Pride serves its communication function by creating an appealing visual identity, capturing attention with an innovative approach. It effectively communicates the history and current events, as well as the diversity and inclusivity of society, all tailored to the specific mission of the organization. In doing so, the public gains a deeper understanding of both the LGBTQ+ community and the natural environment that surrounds us. Moreover, the technological solution enables the adaptation of concept materials to various events and formats, including forums, lectures, workshops, days of remembrance and celebration, and everyday communication in the digital environment.
Aesthetics and other experiential dimensions
The aesthetic of the visual identity draws inspiration from the abundance of life that surrounds us - encompassing nature, history, and community. Despite life's challenges, this multiplicity continues to thrive and seek ways to flourish in its essence and beauty. By blending contemporary illustration style with vibrant colors and a historical perspective, the design takes the form of botanical cards that showcase a variety of plants and communities, each accompanied by a descriptive narrative. These digital solutions serve as primary communication tools. The tone of communication is characterized by its friendly, receptive, explanatory, and inclusive nature.
Economic significance, sustainability and circularity
Due to the limited financial resources of the NGO Mosaic, yet with a significant mission, the new concept has been developed pro bono, engaging individuals who believe in fostering positive societal change and advocating for equality and justice. The new communication concept is adaptable to various graphic styles, ensuring alignment with global visual trends and ensuring the sustainability of the idea. Moreover, the concept is not limited to the digital realm; it is also applicable to anyone who has the opportunity to create flower beds dedicated to the community, not only in Riga but also in other regions. In doing so, it can enhance people's perception and attitude towards the community in an aesthetically pleasing manner, while also adding vibrancy to the environment. Additionally, other countries have followed the example set by Riga Pride, integrating the theme of flowers into their communication.
Social relevance, inclusion, availability and accessibility
Through the utilization of the new visual communication, the LGBT and their friends' association 'Mozaīka' successfully reached out to the wider public, elucidating national-level issues from a human rights perspective - including inequality, discrimination, and the daily challenges of facing hatred within the community. This outreach effort facilitated the inclusion of more individuals into the community and garnered new supporters and allies, who are instrumental in assisting the organization's advocacy for a safer and more inclusive country for all its citizens.