Problem: Visibility as Care
How do you design festival signage that serves both functional and emotional needs? Pride events require clear wayfinding and accessibility information, but they also need to hold space for community expression and visibility. The challenge was creating a visual system that felt warm and inviting while remaining legible across diverse environments and serving attendees with varying accessibility needs.
The Nanaimo Pride Society needed materials that could communicate practical information (schedules, accessible routes, land acknowledgements) while also making a statement: you belong here, you are seen, this space is for you.
The solution was to treat signage as public art—not just functional graphics, but tactile, lived-in surfaces that invited closer looking. I developed a visual language rooted in vintage print media: sun-faded reds, soft pastels, deep saturated contrasts, and layered textures that evoked screenprinted posters and music ephemera.
Design approach:
Texture as emotion: Layered surfaces communicated handmade care, resisting sterile corporate branding
Romantic color palette: Warm, inviting hues that felt celebratory without being loud
Accessibility first: Clear hierarchies, high contrast, and legible typography ensured readability
Community collaboration: Every design decision reflected Pride Society values and community needs
Deliverables included: Large-format environmental signage, wayfinding graphics, A-frame signage for Pride HQ, accessible food menus, performer schedules, land acknowledgement signage, and print/digital promotional assets.
Visual Language & Functional Design
Romance meets clarity
The visual direction emerged from a question: What does queer joy look like when it's allowed to be soft? Rather than defaulting to bright rainbow gradients, I explored a romantic, textured aesthetic that felt intimate and layered—like flipping through old zines or finding concert posters.
The color palette mixed sun-faded reds, dusty pinks, and deep purples—colors that felt lived-in. Every element incorporated layered surfaces: overlapping transparencies, visible grain, imperfect edges. This handmade quality communicated that the festival was made by people, for people.
Balancing beauty with function: While the aesthetic leaned romantic, the functional requirements were strict. Every piece of signage balanced visual richness with information clarity through:
Large, sans-serif headers for primary information
High contrast meeting WCAG AA standards
Multiple information pathways (color + iconography + text)
Consistent layouts for quick scanning
Weather-resistant materials with matte finishes to reduce glare
Functional Design & Accessibility
Clarity through hierarchy, accessibility through intention
While the aesthetic leaned romantic and textured, the functional requirements were strict. Festival attendees needed to quickly find accessible entrances, understand performer schedules, identify dietary options, and navigate unfamiliar venues. Every piece of signage had to balance visual richness with information clarity.
Design decisions:
Typography hierarchy: Large, sans-serif headers for primary information with high-contrast secondary text
Multiple pathways: Color + iconography + text, never relying on color alone
Consistent layouts: Familiar positioning across all signage types for quick scanning
Material choices: Weather-resistant substrates with matte finishes to reduce glare
Accessibility considerations: All text met WCAG AA standards for contrast. Tactile differentiation through shape (A-frames vs. banners vs. ground-level wayfinding) helped orientation. Clear iconography for accessible entrances, restrooms, and services ensured no one was excluded.
The Nanaimo Pride Society's feedback confirmed this approach worked: the festival achieved its highest level of accessibility yet, with community members specifically praising the clarity and inclusivity of the visual system.
Environmental Graphics & Wayfinding
Signage as placemaking
Beyond individual signs, the project created a visual thread that unified the festival across multiple locations. Environmental graphics weren't just markers—they transformed spaces into recognizably queer places, signaling safety and celebration.
Large-format signage at key intersections acted as landmarks, visible from blocks away. These pieces combined bold typography with layered imagery, creating visual anchors that helped attendees orient themselves while making Pride's presence undeniable in public space.
A-frame signage for Pride HQ served dual purposes: practical (marking the central hub) and symbolic (creating a threshold moment where people knew they were entering community space). The texture-heavy design made these frames feel less like corporate wayfinding and more like art installations.
Directional graphics used consistent iconography and color coding to guide flow between stages, food areas, accessible facilities, and quieter zones. The system was intuitive enough that first-time attendees could navigate independently.
The land acknowledgement signage was positioned prominently at entry points, designed with the same care and visual weight as all other materials—refusing to treat Indigenous presence as an afterthought. This piece was developed in consultation with local knowledge keepers.
Community Collaboration & Impact
Throughout the project, I worked directly with the Nanaimo Pride Society to ensure every design decision reflected their values and community needs. This wasn't a client relationship where I delivered finished work for approval—it was a collaborative process where their lived experience shaped the visual outcomes.
What made collaboration work:
Iterative feedback loops: Sharing early concepts and work-in-progress materials rather than waiting for "finished" designs
Centering community voices: When Pride Society members flagged accessibility issues or representation concerns, those took priority over aesthetic preferences
Transparency about constraints: Being honest about timeline and technical limitations so we could problem-solve together
Community response validated this approach. The Nanaimo Pride Society shared:
"Working with Dawson has been an absolute pleasure... his work directly contributed to our highest level of accessibility yet. We received overwhelming positive feedback from the community about the clarity, inclusivity, and overall impact of his visuals. His designs will continue to serve Nanaimo Pride for years to come."
This feedback confirmed what mattered most: the signage worked—both functionally and emotionally. People could navigate the space, and they felt welcomed by it.
Reflection
This project reinforced my belief that design is care made visible. Every typographic choice, every color decision, every textured layer was an opportunity to communicate: you matter, this space is yours, we see you.
What I learned:
Accessibility and beauty aren't opposites: High contrast and clear hierarchy can coexist with romantic aesthetics and layered textures
Community collaboration improves outcomes: Working directly with the Pride Society made the work better—their insights caught issues I would have missed
Texture communicates humanity: In an increasingly algorithmic visual landscape, tactile, imperfect design feels radical
Public signage is public art: Festival graphics shape how people experience place and community
What I'm proud of: This project contributed to Nanaimo Pride's most accessible festival yet. The signage will continue to serve future events, and community members felt seen and welcomed by the work—which was always the goal.
Deep thanks to the Nanaimo Pride Society for their collaboration, trust, and the opportunity to contribute to something so vital. This project meant the world to me.
