EVENT

A design challenge is issued to combine fresh artistry with an elevated message of welcoming and openness to all. What starts as allyship, becomes the megaphone needed to start an annual, sold-out celebration for Prague Pride.

THE CHALLENGE

A few years ago, the non-profit Bobr had a big idea: create an event focusing on self-expression for the under-represented queer and femme population of Prague.

They wanted to position the event as a platform for artists and performers, but struggled to clarify their message to attendees.

At the same time, their message of openness was being unintentionally diluted — their top-down approach needed more input from the community they served.

They craved guidance on how to build a cohesive and communicative design experience for attendees.

THE SOLUTION

Milkshake’s Design team recognized that great visuals alone weren’t enough to meet Bobr’s long-term goals. They desired a strategy to clarify to diverse audiences that this event wasn’t just a party; it was a call to community.

Armed with this insight, we were able to deliver a new message: that Bobr was a specially-crafted safe space where anyone could experience once-in-a-lifetime performances, support, and enjoyment for all. From there, we crafted 4 tenets that would attract and inspire like-minded individuals to Bobr’s cause:

BUILD A COMMUNITY — to evolve the presence of queer women and spaces in Czechia.
SAFE SPACE — to be part of an environment where everyone can feel like themselves and be respected.
QUEER ART SUPPORT — to give a platfom and voice to DJ’s, musicians, performers, and artists of every type.
A ONE–OF-A-KIND EVENT—where queer art and music combines with an incredible atmosphere of love and support

Establishing this clarity became a pivotal turning point for Bobr, specifically elevating to a new tone of: inclusion to all.

Now supported with the right messaging, our teams were able to create a fully-developed, multi-touch channels and asset plan for Bobr (never forgetting the original visuals that could drive awareness and excitement!). Bobr received:

Social media and printing assets that unified their approach across all platforms .
A landing page to attract and welcome visitors from Prague Pride.
Physical posters to be splashed across the city in targeted areas of traffic.
Motion design and animations for social media kits and promotion.
2-hours of artistically branded projections, which amplified the brand promise of “unforgettable experience” and elevated live interaction during the party.

crave-worthy
results

Thanks to Milkshake’s digital marketing and design launch, word about Bobr spread like wildfire. The first event quickly attracted hundreds of new attendees in a matter of weeks, with universal positive response across new, untapped, and diverse communities.

By the end of its first year, Bobr’s success resulted in their ‘gold-star’, desired goal: they became one of the main events in Prague Pride!

After 5 years of operation, Bobr still works with Milkshake’s design team. And each year, our visual designs shift in order to amplify a new branch of growth and ROI — from consistent, sold-out ticket sales to such outcomes as expansion and interest from international artists.