Rythm
Concept, packaging

Background

Pride Month is an important moment for RYTHM to celebrate diversity and support the LGBTQIA+ community. Each year the brand chooses an organization to donate a portion of proceeds to, and last year supported the National GLBT Historical Society. My task was to create a Pride Month creative concept that felt bold, joyful, and rooted in authentic self-expression.

Challenge

The challenge was to design a campaign that honored the spirit of Pride without feeling performative, while also staying true to RYTHM’s sensory, music-driven brand world. The visual system needed to stretch across packaging, social, and merchandise while keeping a cohesive look that would spark participation and meaningfully connect to the community.

Solution

I developed the concept “Dance to Your Own RYTHM,” a celebration of identity, movement, and unapologetic self-expression. The visual direction used waving Pride-inspired color trails that mimic smoke, vapor, and sound waves to reflect the brand name and create an energetic sense of motion. The system extended into battery packaging, enamel pins, and social assets, including a dance-challenge style Instagram activation led by a playful “smokesperson.” Every touchpoint invited people to honor individuality, move freely, and join a campaign rooted in joy, pride, and authenticity.