The Pride Detrola
Created for Shinola.
Creative Direction by Michelle Potter
Photography by Brian Bilicki + Jennifer Bondy
Copy by Taylor Rebhan
Additional Design by Lisa Nettler + Kenta Tomeoki
Retouching by Chris Fry + Rachel Bertolini
The Pride Detrola was designed to both celebrate Pride and bring awareness to the progress that still needs to be made for LGBTQ+ folks around the world. A mirrored dial reflects the unique and complex identity of the wearer, while two strap options allow for a loud and proud statement with a rainbow stripe, or a more subtle expression with a transparent rubber strap as a nod to those who many not feel safe to be out with their identity. Shinola produced 1,969 Pride watches to commemorate the historic Stonewall riots of 1969.
We created packaging with a holographic foil stamp to echo the elegant design of the watch, and show the ever-evolving beauty of the community we are honoring.
Shinola pledged $120,000 from the sale of the watches support two different organizations. The Ruth Ellis Center works to create a supportive environment and community for LGBTQ+ young people in Detroit. SAGE works to achieve a high quality of life for LGBT+ older people, supports and advocates for their rights, fosters a greater understanding of aging in all communities, and promotes positive images of LGBT life in later years.
Community Engagment
We worked with the Ruth Ellis Center to design tote bags and t-shirts that were sold exclusively in Shinola retail stores, with all proceeds going right back to REC. Our designers, photographers, and copy writers worked closely with REC’s Youth Advisory Council to translate their sketches and vision into production-ready artwork. We also hosted a screen printing workshop at the center so they could experience first-hand how their designs go from pencils to production.
Social Activation
We partnered with rising photographer Nate Lemuel, to shoot a series of self portraits exploring his identity as a queer indigenous person. Nate’s work often explores indigenous identity and relationship to the earth. He chose to shoot himself in the desert using the tools of his trade (lights, cameras, and photography equipment) to reflect his place as both the subject and creator of his work.
We also increased engagement and opened up our social audience through a celebrity seeding campaign, seeing our work on the page of my favorite Bon Appetit star is a career highlight :).
