An art project by the community, for the community.

For Pride Month 2022, my design partner and I were tasked with concepting a campaign that had staying power—one that would live well beyond the month of June. Enter four up-and-coming LGBTQ+ artists, whose limited edition prints were sold in CB2 stores, with proceeds benefitting our charity partner Born This Way Foundation.

We sourced art around the concept of kindness (a core pillar for the foundation), and met personally with each artist to document their stories and the meaning behind each piece. Digital assets across channels drove customers to shop the prints in store, while in-store signage garnered attention streetside. And at the end of it all, high-end art pieces were made available to the masses at an affordable price point–pieces that will help their new owners “curate kindness” for years to come.

AD: Kiernan Miller