Tel-Aviv Yafo Pride is the largest Pride event in the Middle East and consistently among the largest in the world. The municipality came to us to design its official visual identity for 2023. The brief carried a real tension. Pride sits as activism and as celebration at the same time, and the brand had to hold both registers without flattening either.

We treated the assignment as a system, not a campaign. The visual language had to live on stages, parades, posters, digital surfaces, and the city itself, with the same recognizable posture across every format. The system was built to scale up to a parade banner and down to a paper bag without losing its weight.

Working with the municipality meant the brand had to belong to the city, not just to Avira. The 2023 Pride identity ran through the city's official channels and its streets as a single coordinated voice across the month-long program.