Overview
The Latex Ball, an iconic event rooted in New York’s ballroom culture, celebrates LGBTQ+ self-expression and honors those lost to HIV/AIDS. The event combines art, performance, and advocacy while providing a platform for community, creativity, and competition. The rebrand aimed to reinforce the ball’s rich legacy while integrating an educational component to inform newcomers about ballroom culture and HIV/AIDS awareness.
Client
Personal Work
Industry
Arts & Culture
Service
Brand Identity
Marketing & Advertisement
Motion Graphics
Print Design
Category
Event Branding
The Challenge
Despite the event’s rising popularity due to voguing’s mainstream exposure, many attendees lacked awareness of ballroom culture’s history and the ball’s purpose beyond entertainment. There was a need to merge cultural education with modern branding to engage and inform both seasoned participants and new audiences.
The Solution
A vibrant, multi-faceted brand identity was developed, featuring a bold logo, a diverse color palette, and cohesive promotional materials. Deliverables included posters, merchandise, and social media campaigns, each tailored to educate audiences about ballroom culture and HIV/AIDS awareness. Notable activations included the “Subway Runway” guerilla marketing concept and interactive digital experiences like the “Magazine Cover” photo booth. Additionally, a “Ballroom 101” booklet was created to educate attendees about the history, categories, and vocabulary of ballroom culture.
