We designed the identity of this year's Pride Amsterdam to abstractly reflect the event theme, My Gender, My Pride. At the heart of our creative concept, My Gender is Fluid, were three guiding principles – Be informed, Avoid cliches and Do it justice. By closely following these we were able to sensitively and respectfully deliver an inclusive visual identity with relevance for all activities undertaken across the packed week-long schedule of events. Composed of a diverse and colourful range of ever-changing organic forms, the dynamic identity visualises the fluidity to express gender individually without conforming to socially constructed stereotypes. We rolled out the identity across Amsterdam in a series of events that attracted more than 250,000 people.