Pride Roundup 2021: 3 Brands That Nailed Their #Pride Campaigns

What’s in this article:

  • Examples of brands to learn from to improve your CRM marketing campaigns for next year’s Pride month

Another Pride month has come and gone, which means most brands have changed their marketing materials back from the rainbow themes that adorned social media and websites throughout June 2021. While it’s now common for companies to embrace LGBTQIA+ pride, some still go above and beyond to make an impact that resonates long after the last day of June. We’ve seen some pride campaigns go painfully wrong, but thankfully, these brands got it right. Marketers, take note — Pride 2022 is just 11 months away.

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JOANN makes crafting more inclusive

A fabric and crafting brand might not seem like the most obvious choice for a Pride trendsetter, but JOANN went above and beyond in 2021. First, the hobby shop unveiled its Pride collection, which is simply bursting with rainbows, pronouns, and all the fabrics and materials one might need to show their pride. But JOANN didn’t stop there — the company also donated $25,000 to GLSEN, a non-profit whose mission is to create a safe school environment for LGBTQIA+ youth.

JOANN’s pride contributions are especially meaningful because not every crafting company has been so inclusive. One of the company’s biggest competitors, Hobby Lobby, has repeatedly come under fire for its homophobic, anti-Semitic, and misogynistic views. Meanwhile, JOANN is sending a message to its LGBTQIA+ clientele — and everyone else, for that matter — that they’re welcome in their stores and in the crafting space.

Everyone is awesome at LEGO

The LEGO brand is best known for its DIY brick-building kits featuring some of the most memorable moments from pop culture, history, and your own imagination. In late May, LEGO revealed its “first product that really celebrates diversity in our fanbase”: the “Everyone is Awesome” set, a 346-piece tribute to the LGBTQIA+ community.

LEGO VP of Design Matthew Ashton said he “wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love.” The set incorporates colors from several Pride flag designs, including those meant to celebrate trans pride and people of color within the LGBTQIA+ community. And it’s perfectly shelf-sized, meaning that those who build it can display their pride all year long. It’s a bold move from one of the biggest toy companies in the world, though it’s a bit surprising that it took this long for the 70-year-old brand to make this move.

Xbox puts LGBTQIA+ creators in the spotlight

Traditionally, video games haven’t been the most inclusive space, unless you count straight white men with different variations of muscular builds and shooty weapons as diverse. However, huge strides have been taken in recent years, with game developers and publishers adopting diverse hiring practices and telling different kinds of stories that highlight marginalized groups. To see how far the industry has come, one only needs to take a look at Xbox’s 2021 Pride marketing efforts.

As one of the biggest brands in gaming, Xbox needs to lead by example, and the console and games manufacturer certainly did that. For the month of June, the Xbox logo and marketing materials were adorned by different variations of Pride flags, but that was just the beginning. Xbox also launched a line of Pride gear both in its shop and virtually. Perhaps most importantly, the company highlighted “games, movies, and TV selected by LGBTQIA+ communities at Microsoft that bring focus to LGBTQIA+ creators, experiences, and protagonists,” making it easy for players to find these works from the Xbox dashboard. Xbox capped off the campaign with a $150,000 donation to various LGBTQIA+ charities like The Trevor Project and Transgender Law Center.

With each passing year, more and more brands are stepping up their marketing game during Pride and doing their part to make the world a more inclusive place. Such initiatives create happier existing customers who fuel the viral loop and therefore help in acquiring new ones. This ultimately helps companies grow through their existing customers.

With major companies like Xbox, LEGO, and JOANN setting the stage in 2021, we’ll hopefully see even more extensive and elaborate Pride celebrations in the years to come.

The post Pride Roundup 2021: 3 Brands That Nailed Their #Pride Campaigns appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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Marketer’s Mind Memo – Issue #53

Last week, Kellie (my wife) turned 50. My daughters and Kellie’s bestie threw her a little surprise brunch.It was all ladies. About 15 of her good friends. I helped set-up and stayed just long enough to see the big reveal. Usually, nothing gets by Kellie; she’s like a detective. This time, though, she was completely caught off guard. And […]

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Top 13 Fonts for Graphic Design & Websites

We all know graphics are striking (and fun to look at!) But, what about fonts?

Think about it…

When someone visits your website, not only do they care about graphics, they also read carefully through the text!

The text is where the reader finds information. So while creating content for your website, landing page, or social media content, this is where fonts come into play.

When choosing a font for your marketing material, it’s important to analyze various fonts.

Consider strategic elements like:

  • Whether font will align with your brand message
  • How the font will play off other visual elements of your website
  • Line height and paragraph spacing
  • Readability of various fonts across relevant platforms and devices

Well-crafted and strategically placed fonts can capture attention, instill emotion, and boost engagement with your brand message.

Amanda knew this when she started her online design agency. She realized the better her fonts, the more traffic her clients received!

And you know what that means? More impressive reviews for Amanda (and money in her pocket!)

Since so many new fonts seem to appear out of nowhere, you’re probably wondering where you should begin. 🕒

We wanted to give you a head start! Here’s a list of 13 of the most popular fonts designers should be using in 2021! 💪

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

Trending Font #1: Futura Now

Let’s start with a classic! Futura Now is the definitive version of Futura, which was originally released in 1927.

This sans-serif font defined modern typography when it was first introduced, and now tech developers have converted it to a variable font that can be used almost anywhere! Futura now is considered one of the best fonts for designers.

Best For:

Futura now is considered one of the best fonts for designers and is noteworthy for its versatile design and can be used in just about every industry from manufacturing and publishing to fashion and SaaS.

Futura is a font also used in grand displays, logos, and typefaces for books.


Trending Font #2: Noe Display

Noe Display is a typeface with two distinctive characteristics. First, the strokes are all broad and wedge-shaped rather than round and curved, like other versatile fonts.

It also has clusters of pointed serifs on the ends to create a more dramatic effect!

This font has four weights, which have a hairline weight, much like the stems, as they get thicker from regular to black.

Best For:

Designers tend to use these fonts in various logo designs, as the font is unapologetically expressive in a modern way! Online businesses can especially benefit from this font’s expressiveness! You will find that Noe Display is one of the best fonts for graphic design and websites.

The font is also perfect for creating a bolder effect when creating online courses, ebooks, or other digital products.


Trending Font #3: Basis Grotesque

The font Basis Grotesque was originally drawn in a regular weight for the redesign of photography magazine Hotshoe.

Three years later, Colophon released the font commercially, and it became available in three distinct weights — light, semi bold, and bold.

Best For:

Grotesque fonts known to be versatile are most often used for advertisement campaigns and frequently seen in industries like health, construction or education.

Its basic design allows it to be useful in most industries that need to communicate a clear message, without being too assertive.


Trending Font #4: Lars

Lars features a stylistic set of rounded glyphs, a ‘footed’ number 1, a simplified ampersand (&) and a case-sensitive feature. In the sans-serif font family, Lars is designed to be impartial and versatile with many different uses!

Best For:

This font accommodates many languages, and its legibility is excellent for most written material, like business cards, billboard signs, and other physical marketing materials.

These fonts are also mainly used by small local businesses and restaurants!


Trending Font #5: Parnaso

Tight, skinny, and humanist serifs of Roman typefaces are in style these days. Inspired by the 19th-century revivals of Old Style Romans, Parnaso is a fantastic example of this style.

Best For:

Parnaso has always been perfect for online editorial or advertising work with its high contrast and crisp details.

Today, you will also see this font appear on many lifestyle blogging websites and online beauty campaign materials.


Trending Font #6: IvyMode

If you need good fonts for websites that’s useful for beauty clients, IvyMode is what you need. IvyMode is a sans-serif typeface developed especially for magazines by Jan Maack.

With high contrast and flared stroke endings, the family of fonts is available in five weights with matching italics.

Best For:

Available in 10 styles, IvyMode is ideal for luxury businesses and high fashion companies. You will likely see this typeface on advertising campaigns, or as part of sleek logo designs too. Not only is this font legible enough for websites, but it’s versatility is considered one of best fonts for graphic design projects.

The soft, yet subtle curves and thin lettering allows the font to be the perfect font for beauty brands everywhere, that are looking for more of a feminine touch.


Trending Font #7: Orpheus

Orpheus by Canada Type is inspired by two serif typefaces originally designed by Walter Tiemann in 1928, with a flowing italic design strongly influenced by calligraphy, Orpheus combines classic Roman proportions with art deco sensibilities.

Its subtle, aesthetic letterforms characterize its design. With a circular counter and rectangular body, the best typeface for small text is delicate but legible.

Best For:

Orpheus Serif Font is all caps with stylistic alternatives and is effective for banners, advertising, logos, magazines, fashion designs, etc.

The Orpheus Font is also typically seen written in entertainment industries, including written book covers, TV show intros, and movie titles.


Trending Font #8: Helvetica

Without a doubt, Helvetica is the most heavily used font by professionals in graphic design.

Helvetica can be perfect for everyone and every occasion, understand you may get tired of constantly relying on Helvetica to illustrate and deliver your every message, since the style is basic in and of itself.

Best For:

With limitations on cursive, text messaging and email in the digital age, the Helvetica font has become ubiquitous due to its compatibility with modern computer programs.

Today, Helvetica fonts are used to spell out names of major brands as well as public signage, tech companies and t-shirts.


Trending Font #9: Bodoni

The face has extreme contrast between thick and thin strokes, and a geometric construction, which makes it a tasteful-looking font for most occasions!

Best For:

With its narrow underlying structure and flat, unbracketed serifs. Bodoni adds a unique flair to headlines, decorative text, logos, and landing pages. Bodoni typically appears in entertainment industries.


Trending Font #10: Gotham Font

Gotham fonts provide a bold, straight-to-the-point elemental design. Gotham fonts come in 17 different typefaces, representing Gotham’s evolution over a 50-year span.

Best For:

Unlike many similar fonts, Gotham is highly legible and versatile.

Use Gotham in black or use it in white ink on dark backgrounds for your medical industry marketing campaigns, or in sectors like politics and education.


Trending Font #11: Alegreya Font

Alegreya is a warm, friendly, yet elegant typeface created in 2000 by Juan Pablo del Peral, that includes different elements from a diverse range of letters.

Best For:

Alegreya is a font used often in publishing companies or with authors.

Not only does Alegreya give a unique look to written and digital material, but it also has text that is strong and harmonious.

This font also makes the book appear unique because letters change dramatically from one word to another.


Trending Font #12: Baskerville

Serif typefaces, like Baskerville, are timeless and popular with elite firms because they represent elegance and prestige.

Best For:

Baskerville is a font with an old-style flair and charm that is commonly used in academic publications. According to its creators, it has a “clean look that fits perfectly for both body text and titles for most written work in the education system.”

Baskerville is also often used in printed or digital projects, like commercial or display ads.


Trending Font #13: Warnock Pro

This Adobe original typeface is named after John Warnock, an innovative spirit who has made a substantial contribution to the advancements of desktop publishing and graphic arts software.

Best For:

This font is a classic yet modern composition that can be used for various typographic functions and industries, including health, entertainment, fashion, publishing and logistics.

Warnock Pro is one of the best fonts for designers, who want to use this typeface in projects for an added contemporary touch!



Download the “Top 13 Fonts for Graphic Design Websites” so you won’t forget to take action on it later. Click here to download it now.

If you’ve ever wondered about the best fonts for designers that are trending in 2021, we have the answers right here.

With all the visually appealing and emotionally evoking fonts, there’s no reason to settle for anything less than the perfect font for your brand or your next client!

Check out these top 13 trending fonts that will set your next project apart from the rest!

And tell me, do you plan to use any of these new trending fonts? Are you sticking with what you know?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.


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Wayback Machine: Documenting Under Armour’s Success in eCommerce

What’s in this article:

  • In this series, we take a look at how various brands’ websites and digital efforts have evolved over the years
  • Here, we depict Under Armour’s innovative approach to eCommerce

By today’s standards, you’d be hard-pressed to find an athlete that hasn’t heard of Under Armour.

Heck, even those who haven’t touched a piece of sporting equipment since high school can recognize the brand’s patented moisture-wicking clothing and apparel from a mile away.

It’s hard to believe that the company’s only been around since 1996.

While Under Armour has, unfortunately, seen a decline in sales in the past five or so years, the brand’s eCommerce presence has proven to be its saving grace.

In light of this, we thought it would be a good idea to take a look back at the evolution of Under Armour’s website from its humble beginnings in 1998 to the present day.

Without further ado, let’s dive in.

1998-2000: Under Armour Blasts onto the Athletic Apparel Scene

(Quick note: Many images and other on-site content have not been properly archived — but we can still get the gist of the site’s overall appearance way back when.)

From the start, Under Armour had a clear idea of what it hoped to accomplish through its website.

Above all else, the team needed to inform their target audience of the value of their revolutionary apparel.

This meant providing a clear explanation of:

  • How the apparel is made
  • How UA’s apparel differs from most other athletic wear of the time
  • How wearing Under Armour’s apparel benefits the customer

Being a newcomer to the athletic wear industry, the Under Armour team knew they’d need to leverage social proof from well-known athletes to build trust within their audience. As shown above, that’s exactly what they did — including in-depth quotes on each product category page on the site.

Finally, Under Armour paved a clear path to purchase for their online audience. Customers could order a product catalog to be delivered to their home — but could also purchase select items directly on the company’s website.

At a time when many established retailers had yet to allow for online orders, Under Armour’s innovative efforts made for a convenient and progressive digital experience for their target audience.

Overall, it’s clear that UA’s team understood the true value of its website from the very beginning. While many other companies were still gaining a basic understanding of how to use their website to engage and convert their audience, Under Armour had already begun making it happen.

2000-2001: A Flash-y Update

By late 2000, Under Armour had revamped its website quite a bit.

The biggest change:

Providing a more modern and user-friendly experience via Flash.

As you probably know, Flash is no longer supported by modern browsers — meaning we, unfortunately, can’t dig too much into this area of the site.

However, Under Armour also provided an HTML-based version of their website. Not only is this ideal for our purposes, but it also ensured that all visitors would be able to view their site’s content with ease.

This updated version of the site was similar to the previous one — with a few key additions.

First, Under Armour added sport-specific product category pages to point individual customers toward more relevant products and content for their needs.

Under Armour also added individual product pages to their website, as well.

This allowed customers to get a bit more information on specific products and complete transactions in a way that’s a bit more in line with how it’s done today.

(That is, compared to the above process, in which purchases were made by submitting a rudimentary digital order form.)

With that being said, UA’s product pages at the time were a bit lacking in information, images, and other such content that could have further streamlined the customer’s path to purchase.

At any rate, this second iteration of Under Armour’s website shows a continued focus on using the site to provide specific and strategic value to the customer. Again, this intentional approach is leaps and bounds ahead of many other retailers, who at the time were merely dipping their toes into the world of eCommerce.

2005: Digital Content Takes Over

In spite of the death of Flash, we can still get a decent idea of what Under Armour’s site looked like back in 2005.

Just from this screenshot, we can see that Under Armour’s site underwent a bit of a structural overhaul — and that its product catalog had expanded to include women’s and children’s apparel, too.

Perhaps the most impactful difference between this and previous versions of the site revolves around content.

For starters, Under Armour began providing a bit more information on their product and product category pages:

While still pretty “bare bones” compared to today’s standards, this content enabled customers to make more informed and laser-focused purchasing decisions based on their specific needs.

Under Armour also began heavily promoting news and information related to the brand and the company. From a more in-depth About Us page to press releases and breaking news, customers could now use UA’s site to dig beyond the actual products offered — and learn more about the team behind the apparel.

However, the biggest content-related improvement is the adoption of multimedia content marketing tactics to engage, inform, and even entertain site visitors.

From standard TV commercials to micromovies and series’, Under Armour’s content marketing efforts had, at this point, become in full effect — while planting seeds for further efforts in the future.

2012: A Major Site Upgrade

It doesn’t take more than a passing glance at its homepage to see how Under Armour’s website evolved from 2005 to 2012.

Overall, we’re now seeing a very heavy focus on product promotion throughout the site.

In addition to the tried-and-true methods of product categorization (i.e., by gender, apparel type, etc.), UA has now adopted a more dynamic approach to presenting its products.

Some key examples:

  • Best-selling products
  • Seasonal collections
  • Trending apparel

Product and product category pages are also much more organized, informative, and immersive, as well.

As you can see, it has become incredibly easy for customers to find the exact product they’re looking for. From the inclusion of additional categories (and subcategories) to ultra-focused filtering options, Under Armour has provided an intuitive browsing and shopping experience for its online customers.

Product pages have also undergone a makeover — and now include much more information to help customers with their purchasing decisions.

Some key additions to the product page include:

  • Customer-facing copy (i.e., features tied to specific benefits)
  • Product reviews and answers to frequently asked questions
  • Multimedia content showcasing the product’s key features

Even though Under Armour’s products have taken center stage, UA still offers a variety of content and immersive experiences to site visitors.

UA’s interactive Fit Guides made it easy for customers to put together complete outfits.

The team had also begun celebrating US veterans by offering them specialized products and deals and allowing them to tell their stories and make their voices heard.

Similarly, UA had adopted a “green” initiative, promoting specialized products and becoming more dedicated to eco-friendly processes and operations.

Finally, UA’s Innovation Challenge enables customers to provide constructive feedback and suggestions on how the brand could improve in the future.

This adds another layer of interactivity to the site while also inviting UA’s audience to become a more integral part of the brand’s community.

At this point, Under Armour’s site isn’t just “a place to learn about its products”; it’s the core of the company’s digital and overall branded experience.

2017: A Refined Approach

By 2017, Under Armour’s site had taken on a more crisp, refined appearance.

Here, product categories have continued to evolve — with a clear focus on allowing for purposeful browsing based on the customer’s individual needs.

Under Armour had also taken its Fit Guide experience a bit further by introducing its Icon service. Here, customers could create fully customized sneakers using boilerplate templates, pre-created images, and user-created patterns.

Under Armour’s approach to content marketing had evolved by now, as well.

In addition to using content to inform the customer’s purchasing decision, UA had begun using content to ensure customers get full and proper use out of their products, as well. This updated content library also included overarching tips to help customers improve their workout regimens, dietary habits, and all in-between.

By 2017, Under Armour had clearly recognized the importance of community-building — as evidenced by its proprietary branded, internal social media network.

To add to this immersive social media experience, Under Armour introduced several smartphone apps — along with proprietary equipment to facilitate the use of said apps.

(Here’s where UA starts recognizing the importance of providing an omnichannel experience to its customers. More on that in the final section of this post.)

On that note, we were surprised to find that the 2017 version of Under Armour’s website doesn’t do all that much to promote its third-party social media channels (e.g., Facebook, Instagram, etc.). Though these channels had certainly existed at this time, there seems to be a pretty big gap between them and Under Armour’s central digital hub.

Despite this, Under Armour’s digital efforts made for a cohesive and connected branded experience for its customers.

And it’s only gotten better since then.

Present Day: Going All-In on Omnichannel

The modern version of Under Armour’s website takes the best parts of everything we’ve seen thus far — and takes it all to the max.

On the homepage, visitors are presented with a ton of branded content and product promotions:

Surprisingly, UA’s product category pages have lost the microsite “feel”, and now simply offer lists of products (along with appropriate filtering options).

The one exception, here, involves Under Armour’s Curry brand.

As you can see, this co-sponsored initiative (featuring NBA MVP Steph Curry) does offer a more immersive, microsite-like experience. Customers can not only check out Curry-branded products but can also dig deeper into the community-focused efforts Curry and the Under Armour team are putting together.

The most considerable improvement, though, has to do with Under Armour’s omnichannel initiatives.

For starters, UA now includes links to its various social media channels within the footer of its homepage (and all other pages):

More importantly, UA now displays content automatically curated from Instagram featuring its products directly on the homepage.

Visitors can then click on each individual photo for more information regarding the products being showcased.

This, along with a clear prompt to facilitate user-generated content, helps bridge the divide between Under Armour’s digital channels.

Taking this even further, Under Armour now offers a branded app specifically focused on facilitating purchases.

From new gear alerts to customized product recommendations, to a seamless in-app checkout process, Under Armour’s app adds yet another way for customers to engage and do business with the brand.

On that note, UA has pared down on the number of supplemental apps it offers — now maintaining a clear focus on its MapMyRun app.

As shown above, here’s where UA’s customers can go to get helpful fitness-related content and other information. It’s also yet another spot where consumers can connect and continue to help the Under Armour community grow ever larger.

Individual customers can also use the MapMyRun app in conjunction with Under Armour’s smart apparel for a truly immersive fitness experience.

With all this in mind, it’s really no surprise that Under Armour’s eCommerce initiatives have proven to be the saving grace for the company in recent years. Even as the brick-and-mortar world opens back up, we’re likely to see Under Armour continue to focus on delivering a highly connected digital experience to its audience.

Of course, only time will tell what the always-innovative apparel company has up its sleeve next.

The post Wayback Machine: Documenting Under Armour’s Success in eCommerce appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more