Long Beach Pride Festival

LONG BEACH PRIDE

Pride festivals can be more than a parade. For their big in-person return, Long Beach Pride asked us to reimagine their Pride celebration and create something radically different. Our job was to up the ante through activations and storytelling that celebrated, educated, and motivated audiences of all stripes, coming together to capture this year’s theme: Many Voices, One Spirit.

Winner: Silver, Anthem Awards for Diversity, Equity & Inclusion: Community Event

Winner: Silver, Eventex Awards for Best Positive Change Event

SNAPSHOT

172,000 square feet

3 custom domes

2 Grammy-winning artists

1000s of postcards sent to representatives

0 Pride Festivals like it

Black background with white text that reads 'Antithenth Anniversary 2024 Winner' arranged diagonally.

A large group of people waiting in line outside near an entry gate with a sign that reads 'Long Beach Pride,' with trees and blue sky in the background.

Two people dancing on a platform at an outdoor event, with a large white tent and city buildings in the background.

Two drag queens in colorful costumes and makeup pose together at an outdoor event under a tent.

A performer with long blonde hair facing a large audience at an outdoor concert during the night.

“Long Beach Pride celebrates the LGBTQ community with a focus on inclusion, and we work to educate the wider community that diversity builds a stronger and healthier society.”

— Elsa Martinez (President, Long Beach Pride), Press-Telegram [10/07/22]

Part of her story
Pride is filled with deep, complex emotions, and acknowledging all of them was important: spreading joy and acknowledging pain; celebrating progress and organising action. We especially wanted to elevate trans women of colour - the protestors whose acts of resistance gave rise to what we know as Pride today - bringing their stories to the forefront alongside the concerts and parties.

Woman writing on a note at a display board with the words 'TRANS CEND ENCE' and 'LEAVE YOUR MESSAGE', inside a geodesic dome with purple informational panels about historical figures in the background.

A person organizing candidate information in clear plastic pockets labeled with their roles and names, such as 'Majority Leader: Charles Schumer' and 'Minority Leader: Kevin McCarthy'.

Group of diverse women participating in a ribbon-cutting ceremony outdoors, with some wearing colorful clothing and sunglasses, inside a white tent with tents and greenery in the background.

A white geodesic dome structure on a grassy field under a clear blue sky, possibly at an outdoor event or festival.

“The activation was all about creating a platform to give community voices a place to document the struggle. It was their story to tell, and that was an important element to remember. We were creating a stage for them to tell their story.”

— Sheila Milani (Creative Director, Cogs & Marvel), Alamy.com [12/07/22]

Female singer performing on stage during outdoor concert at dusk with audience and palm trees in background.

Spaces to be fiercely You
We created a collection of spaces where each story and sentiment could stand tall. The Transcendence Dome paid homage to the trans women of colour who first fought for trans rights, and helped visitors write their representatives to continue the cause.

Crowd of people waiting in line at Long Beach Pride festival held outdoors in a grassy area with a large geodesic dome in the background, some wearing rainbow-colored clothing and accessories, with trees and palm trees in the distance under a clear sky.

Two drag queens perform on an outdoor stage with a white canopy at a pride event, with colorful costumes, rainbow hair, and vibrant jewelry, under a clear blue sky.

A woman with curly hair is applying makeup to a seated woman wearing an elaborate headdress, fishnet top, and jewelry. The scene appears to be at an outdoor event.

A person dressed in a red, star-embellished dress with a platinum blonde wig performs at a Pride event. The background shows a tent with people and a banner reading "Long Beach Pride." Colorful pride-themed stickers and text, including a rainbow flag heart and the phrases "All Pride No Pre-Judge," decorate the image.

The Drag Makeup Station gave touch ups and total makeovers, with photo ops and a runway exit. The Voices Wall allowed visitors to share their messages of pride, power, hope, and encouragement. Live concerts featured Grammy award-winning artists Iggy Azalea and Natalia Jiménez. And at night, the Silent Disco Dome let dancers move to their own beat, together.

Outdoor nighttime scene at a music festival with a geodesic dome stage, colorful lights, and people dancing and socializing. City buildings and palm trees are visible in the background.

Group of people at a party or event, wearing headphones and dancing or enjoying music, with colorful wristbands and lights in the background.

Multiple disco balls hanging from ceiling illuminated in purple lighting.

A woman dancing at a nightclub wearing neon headphones, fishnet top, colorful shorts, and rainbow pride sticker on her thigh, with vibrant lighting and blurred crowd in background.

Working with the Long Beach Pride team, we sold over 25,000 tickets, increasing revenue by 63%, and raised social media engagement by 1,380%.

PRESS

Cogs & Marvel sets a new standard for Pride festivals with Long Beach Pride [Alamy.com, 12/07/22]

Long Beach Pride Parade is Back as an In-Person Event [NBC Los Angeles, 08/07/22]

Thousands cheer as Long Beach celebrates its 39th Pride Parade [Press-Telegram, 10/07/22]

IMPACT

A more modern rainbow
The Long Beach Pride brand got a makeover too, with a new spin on the classic rainbow palette. From the 40ft entrance archway to wayfinding to social ads, the new modern look was everywhere.

Signboard listing attractions at an event, including Roller Rink, Drag Makeup Dome, Silent Disco Dome, and Transcendence Dome, with a background of tents and people at an outdoor venue on a clear, sunny day.

Colorful, retro style text saying 'ROCK WITH LOVE' against a black and white checkered background.

Crowd gathered at an outdoor concert stage in Long Beach, California during sunset, with palm trees and tall buildings in the background.

People waiting in line at an outdoor event with a white geodesic dome and a sign for Long Beach Pride, near boats and palm trees under a clear blue sky.

Making a big impression
After two years without a physical presence, Long Beach Pride smashed every single metric it set. We sold over 25,000 tickets (63% more than 2019), and hosted 104 exhibitors – nearly all of whom exceeded their goals. On socials, Instagram reach increased by 500% with profile visits up a whopping 3000%, and on Facebook reach was up 1200% with an 820% increase in page views.

Let’s work together. Get in touch with us.

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