PRONOUN PLATES
LYFT
Only 2% of Lyft users had selected their pronouns in the app. So we helped Lyft bring awareness to the feature by putting pronouns front and center.
Just like license plates help identify your Lyft, pronouns help identify you. So we worked with artists from the LGBTQ+ community to create Pronoun Plates— a collection of license plates celebrating pride and progress in the world of gender identity.
The Launch Film
The Plates
BeHIND THE PLATES
Zipeng Zhu (he/him)
“I decided to create a feminine expression of the He/Him pronoun. As a queer Asian man, the conversation about masculinity and femininity is always around me. I wanted to create something that's very personal to me but also goes against the gender stereotype.”
Barbara Alca (she/they)
“As an illustrator, I draw a lot of characters who don't really fit into gender roles that we, humans, have been functioning with in the modern times. To create this piece, I wanted to explore the concept of angels, as it is known that they don’t have any gender.”
Spencer Ashley (they/them)
“My focus for this piece was to showcase why being authentic to your identity is so important. Being open about being nonbinary allows for genuine and meaningful relationships with others. I've created something that shows how welcoming people can be when overcoming the obstacles of coming out.”
Olivia M Healy (she/they)
“This sphinx illustration for the She/They pronoun plate uses the hybrid mythological creature to reflect how one’s gender identity can be composed of many different parts. The roses surrounding the sphinx in the larger illustration also demonstrate the duality of identities that can be experienced by one individual.”
Theo Grimes (they/them)
“My piece expresses the joy of being non-binary. It showcases a more colorful and fantastical version of our world where queer people of color can live happy, fulfilling lives surrounded by loved ones who respect them.”
Melita Tirado (he/they)
“In this chaotic scene, I’ve tried to picture what my gender identity would look like in a physical space. I imagine it as endless mountains to climb over with deep caves that peak my curiosity. Explosions everywhere, from both the panic and the excitement of feeling a little more connected to myself.”
Milo Wren (he/they)
“This piece centers around the concept of nurturing your inner self, your inner child, or your identity. For me, my identity and pronouns have grown and changed over the last couple of years. I've learned a lot about myself, my peers, and the LGBTQ+ community, and with that came a lot of growth.”
Shanee Benjamin (she/her)
“This piece is an ode to femininity, and luscious femme power.”
Mich Miller (they/them)
“As a nonbinary transmaculine person, my experience of having and using pronouns has been a very fluid and sometimes slippery thing. I aimed to channel that energy in my design. In my own work I have been researching and exploring the history of disco and queerness, and wanted to incorporate the feeling of the disco ball light through gradients, flares, and translucency.”
The Auction
As part of the initiative, we auctioned off each plate as a 1 of 1 art piece— raising over $100K for the Human Rights Campaign and National Center for Transgender Equality.
Credits
AGENCY | GUT
AD | Charlotte Simons
ACD | Jeff Schermer & Jose Ramirez
CD | Dean Paradise & Bruno Mazzoti