Client: Foxtrot Market
Role: Art Director + Graphic Designer

For Pride 2023, I partnered with Foxtrot Market to develop the "Say Gay" campaign, a bold and disruptive initiative aimed at combating anti-LGBTQIA+ legislation. As the designer, I created a typography-driven packaging concept featuring an eye-catching pattern of word bubbles filled with the word “GAY” — a direct, unapologetic statement of pride and visibility with 100% of proceeds going to GLSEN and Brave Space Alliance.

The campaign extended beyond packaging, transforming the design into a limited-edition fanny pack and greeting card, all available both online and in Foxtrot shops nation wide. The campaign resonated so strongly that the products sold out, proving its effectiveness in both impact and demand.

The design balanced bold, high-impact typography with a semi-translucent bag that allowed the rainbow-colored gummies inside to remain visible — an intentional design choice that lent itself to the designs colors and legibility. The fine details were carefully considered to ensure the packaging was both dynamic and commercially effective, making the "Say Gay" campaign a standout moment in Foxtrot Market’s Pride initiatives.