Impulse celebrates Pride

As a brand that champions diversity, self-expression and individuality, who better to fly the flag for Pride than Impulse?

The design needed to be instantly recognisable as a celebration of Pride and catch the eye of Gen Z girls. We experimented with different ways of representing the rainbow, choosing to move away from the standard colour blocks in favour of a loose, expressive marque with a gradient effect that weaves in, out and around the pack.