For the 2025 New York Pride Parade, the American LGBTQ+ Museum was looking for something fresh—an identity that could tell their story with joy and impact. I translated their vision into vibrant illustrations and cohesive branding that helped them stand out in the crowd while honoring the museum's core values and visual identity.
Art Direction & Concept Art: Nhi Pham
Graphic Designer: Nhi Pham
Experiential Design | Illustration | Concept Art
The Logo: Love Wins all
Inspired by the heart-hands-emoji, the logo’s playful and powerful symbolism celebrates the power of love. Love unites, heals, and transcends division. Together, we stand with love as our strength, united in the belief that love will always prevail.
The Characters
I created a series of illustrations to accompany the logo, celebrating Pride and love across all genders, forms, and races. These designs capture the LGBTQ+ community's resilience, joy, and unapologetic authenticity while honoring diversity and self-expression. Using the museum's established color palette, the illustrations share a simple message: you are beautiful, you belong, and you deserve love exactly as you are.
The characters extended across a range of brand merchandise and print productions—from bandanas and stickers to bus wraps and social graphics—adding personality and elevating the brand's voice at every touchpoint.
(Bandana design)
(Stickers - Photos by Leandro Justen)
(Set of graphic templates for their social media and marketing usage)
(Bus wrap designs)
