The growing COVID-19 pandemic forced us to rethink our plans for the next phase of work — in particular, our plan to hold in-person workshops. We changed tact and ran a series of digital workshops with the HBO team instead. We nailed down answers to fundamental questions about the brand, including defining their personality, values and purpose.
During the workshops, we hit upon a key insight. In the face of significant challenges, queer people in the US are increasingly confident about living their lives in public. This led us to our brand purpose: “to celebrate our proudest, queerest selves.”
This purpose became the rallying cry for everything that followed.