CLIENT

Fossil

ABOUT FOSSIL

Fossil is an industry staple known for their quality and fashionable watches and accessories that are both fun and accessible. Since its early days, the brand has also taken pride in their active support of the LGBTQ+ community with initiatives and partnerships.

For the second year in a row, 100% of the proceeds from their Pride Collection have gone to The Trevor Project, a non-profit organization that provides crisis intervention and prevention to LGBTQ+ youth. In 2022, the brand’s Pride initiative looked to extend their impact beyond this partnership and launch a campaign that truly put the community first.

WORK

We guided Fossil to #TakeAMinute and pause all regular product and sales-driven content to allow the LGBTQ+ community to lead the conversation on Fossil’s social channels for the entire month of June. This allowed the brand to be active in their allyship and encourage their community to take a minute to learn from LGBTQ+ stories. It was crucial to not only give the floor to influencers and creators who represent the community, but to also highlight their internal support through Fossil employees. They all filmed their responses to a series of Pride-related questions, including what it means to them and why it matters.

As a member of the community myself, this project was a great deal to me. My task as the team’s senior designer was to create the campaign’s lockup and visual identity. To avoid further adding to the rainbow-washing that is so prevalent within companies during Pride season, I calculatedly chose to use the Pride colours as accent colours instead of primary. Each colour is assigned to each creator and employee, creating a full rainbow when the campaign is viewed as a whole.

SCOPE

YEAR

Visual Identity
Art Direction

2022