Cannes Lions

Beeing Out

INTERBRAND, New York / THE OUT FOUNDATION / 2018

Presentation Image

Overview

Entries

Credits

Overview

Description

Bees and the beehive became a symbol of the hard work and collective mentality of the Mormon pioneers who established Utah. The beehive is on the Utah State Seal, on the steps of the state capital building, and the founder of the Brigham Young University even called his residence the 'Beehive House’. Bees care for their own, creating a self-sustaining community—the hive. So, when looking for a visual language for LGBTQ+ alumni seeking to support people of all stripes, the best solution was flying directly under our noses.

Execution

Our re-appropriation of the famous Utah bee, takes the same collective hard working principles of BYU and puts them to use for a new cause. By swapping out the classic black and yellow bee stripes for the rainbow colors of the Pride Flag, we instantly create a unique symbol that is both connected to BYU and the LGBTQ+ community. We also use the rainbow colors in a honeycomb pattern on social media. Each hexagon tells an individuals story, and collectively.

Outcome

The OUT Foundation has launched over social media and has received universal support from both current BYU students and alumni. Supporting T-shirts and bee badges have been handed out to build support from the ground up and a series of larger events are planned for Summer 2018. The brand has already been successful in gaining political support from State Senators who will champion the rights of the LGBYQ+ community at Congress.