Pride Elevates, Pride Connects
Categories
Programme Design
Client
Auckland Pride
Project
Pride Connects, Pride Elevates
Services
Programme Design Branding Art & Design Direction Content
Year
2023 - 2026
Pride Elevates and Pride Connects began with a need for clarity — how Auckland Pride’s arts offering could operate with consistency and purpose across a complex festival environment, while building both audience and income.
In my role as Executive Director, I led a repositioning of the programmes — shifting them from internal festival offerings into publicly recognised platforms with a clear identity and presence.
This included establishing a coordinated campaign across out-of-home, national press, and digital — aligning marketing, programming, and communications into a single system. The work was not just to promote individual shows, but to build recognition over time — so the programmes became visible, understood, and anticipated.
Pride Elevates and Pride Connects began with a need for clarity — how Auckland Pride’s arts offering could operate with consistency and purpose across a complex festival environment, while building both audience and income.
In my role as Executive Director, I led a repositioning of the programmes — shifting them from internal festival offerings into publicly recognised platforms with a clear identity and presence.
This included establishing a coordinated campaign across out-of-home, national press, and digital — aligning marketing, programming, and communications into a single system. The work was not just to promote individual shows, but to build recognition over time — so the programmes became visible, understood, and anticipated.
Grounded in Toi Whītiki, the programming brought together presentation, development, and exchange. Pride Elevates established a dedicated theatrical platform within the festival, while Pride Connects extended this through industry engagement, capability building, and international connection.
Working closely with Satellites, Auckland Live, and Q Theatre, I aligned programming, publicity, and presentation — ensuring each work sat within a wider communications ecosystem, from early announcement through to season delivery and touring pathways.
The focus was consistency without flattening difference — holding a strong overall identity while allowing each artist’s work to remain distinct.
The shift was both structural and public-facing. Pride Elevates and Pride Connects are now recognised as leading arts platforms within Aotearoa, with growing anticipation from audiences and industry.
This is reflected in both perception and performance — audience sentiment shifted from 47% identifying the need for a dedicated arts programme to 76% reporting they are more likely to attend Auckland Pride-produced or commissioned work. Pride Elevates achieved an average of 83% box office capacity, supported by strong national coverage and sustained campaign visibility.
Grounded in Toi Whītiki, the programming brought together presentation, development, and exchange. Pride Elevates established a dedicated theatrical platform within the festival, while Pride Connects extended this through industry engagement, capability building, and international connection.
Working closely with Satellites, Auckland Live, and Q Theatre, I aligned programming, publicity, and presentation — ensuring each work sat within a wider communications ecosystem, from early announcement through to season delivery and touring pathways.
The focus was consistency without flattening difference — holding a strong overall identity while allowing each artist’s work to remain distinct.
The shift was both structural and public-facing. Pride Elevates and Pride Connects are now recognised as leading arts platforms within Aotearoa, with growing anticipation from audiences and industry.
This is reflected in both perception and performance — audience sentiment shifted from 47% identifying the need for a dedicated arts programme to 76% reporting they are more likely to attend Auckland Pride-produced or commissioned work. Pride Elevates achieved an average of 83% box office capacity, supported by strong national coverage and sustained campaign visibility.
Beyond the festival, the programmes now hold currency within a wider ecosystem, supporting touring pathways and relationships with partners including Nelson Arts Festival, Liveworks Sydney, and SummerWorks Canada.
The result is a platform with presence — one that builds over time, strengthens audience trust, and positions Auckland Pride within a wider cultural landscape.
Images in order top to bottom.
Image 1: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026
Image 2: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026.
Image 3: A Butterfly Flew Into A Rave. Oli Mathieson. Pride Elevates, 2024.
Image 4: A Body Story: Xin Ji. Pride Elevates, 2025.
Beyond the festival, the programmes now hold currency within a wider ecosystem, supporting touring pathways and relationships with partners including Nelson Arts Festival, Liveworks Sydney, and SummerWorks Canada.
The result is a platform with presence — one that builds over time, strengthens audience trust, and positions Auckland Pride within a wider cultural landscape.
Images in order top to bottom.
Image 1: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026
Image 2: ANITO: Justin Talplacido Shoulder and Future Folklore Collective. Pride Connects, 2026.
Image 3: A Butterfly Flew Into A Rave. Oli Mathieson. Pride Elevates, 2024.
Image 4: A Body Story: Xin Ji. Pride Elevates, 2025.
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