June on Tumblr
Client: Tumblr
Industry: Digital Brand & Social Marketing
Role: Art Direction, Project Management, Graphic Design
Date: 2023
To celebrate Pride Month, I led the creative direction for June on Tumblr, a platform-wide campaign highlighting LGBTQIA+ creators, communities, and culture. The goal was to authentically represent Tumblr’s vibrant queer audience while delivering a series of editorial, product, and social moments that felt joyful, inclusive, and deeply Tumblr.
Our team set out to:
Visually celebrate queer expression and community across the platform
Support and spotlight LGBTQIA+ creators through blog takeovers and features
Create a cohesive, multi-platform design system for Tumblr's Pride content
Strike a balance between playful aesthetics and genuine celebration
process
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process ⬩
For the campaign, we carefully selected a color palette and typography that exude fun and uplifting vibes. The vibrant colors we chose, such as joyful yellows, energetic pinks, and playful blues, instantly catch the eye and elicit feelings of excitement and happiness. These hues are reminiscent of sunny days, clear skies, and carefree moments, effortlessly conveying a sense of joy and positivity. Complementing the vibrant colors, our typography is bold and dynamic, with whimsical curves and playful accents that further enhance the campaign's fun and uplifting atmosphere. Each element, from the cheerful colors to the lively typography, works in harmony to create a visually captivating experience that radiates with enthusiasm and spreads a sense of delight to all who encounter the campaign materials.
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Color Palette
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results
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results ⬩
With “pride” trending #1 throughout the entire month of June on the Tumblr platform, the June on Tumblr campaign visuals reached the ~3.5M Daily Active Users (DAUs). The campaign featured creator takeovers and original blog content curated to uplift diverse queer voices. Tumblr’s Pride visuals sparked high engagement across social channels, with organic sharing and reblogging from content creators and fans alike. The frog illustrations were recognized for their playful and expressive style, enhancing user engagement on the desktop dashboard by adding a distinctive and memorable product experience.
The June on Tumblr branding also served as the visual foundation for the launch of the LGBTQ&A video series hosted on prideplus.tumblr.com, Tumblr’s original interview project spotlighting influential queer voices. By establishing a bold, flexible Pride identity—anchored in original illustrations, vibrant colors, and editorial layouts—we created a system that could seamlessly extend across formats. This allowed the LGBTQ&A series to feel visually aligned with the broader Pride campaign, reinforcing Tumblr’s commitment to celebrating LGBTQIA+ stories with both consistency and care.
