For LGBTQ+ travellers, what's legal in one place can be punishable by prison, or worse, in the next. That's why we created DestinationPride.org – a data-driven search platform that reimagines the Pride flag as a dynamic bar graph, then uses it to visualize the world's LGBTQ+ laws, rights and social sentiment.

At the heart of this project is a dynamic data visualization. Each bar of the flag becomes the bar of a bar chart, each measuring a different aspect of LGBTQ+ acceptance, including marriage equality and gender identity protections.

Data Visualization:

The sheer volume and decentralized nature of global legal data on LGBTQ+ issues is a barrier to access and, fundamentally, a barrier to progress. We can't change what we can't see. Destination Pride harnesses that data and uses it as raw material for dynamic, individualized data visualizations - each providing a single, and hyper-localized reference point for measuring progress.

The current iteration of DestinationPride.org has been in development for more than 18 months, and was market-tested across three distinct prototypes:

June 2017 - Beta.

January 2018 - Version 1.0 + launch campaign.

April 2018 - Version 2.0

Between major version releases, we implemented a series of updates and patches – each designed to address user feedback, tweak the algorithm for accuracy, and improve the user experience.

We supported our January 15, 2018 launch with PR and a global ad campaign that included more than 100 unique Facebook campaigns, running in 92 countries and 46 languages. Each targeted local LGBTQ+ communities and contained unique creative featuring the target country's flag – and contextual messaging based on region-specific insights.

Brand Relevance:

PFLAG Canada offers peer-to-peer support for the LGBTQ+ community. A utility that helps the community navigate legal and cultural complexity is a powerful expression of its brand. Further, for any grassroots not-for-profit, the challenge is always scale. By creating an application with global reach and utility, PFLAG Canada has opened pathways into new global communities and funding opportunities.

Design Story.

Our design builds on the legacy of an existing symbol of LGBTQ+ acceptance. Our innovation recognizes that the Pride flag has always been a utility – one that helps the community know where it'll be safe.

Dynamic Design.

Since laws and cultures are always changing, our design is fluid – as laws are passed or struck down, or as social media activity trends positive or negative.

Simple First.

Our design favours simplicity and accessibility. We want users to have a quick and emotional reaction to the work. "What!? I thought San Francisco would be higher."

Progressive Disclosure.

Once a user sees a simple flag visualization, we offer the chance to go deeper and see the data that drives the visualization.