In a fresh reimagining of ITV's iconic visual identity for Pride Month 2021, Urban Projections collaborated with artist Thomas Wolski to produce twelve unique 30-second idents. These short visual pieces aired daily on ITV throughout July, connecting with over 4 million viewers per day and spotlighting the power of visibility and pride within the LGBTQ+ community.

The idents blend intricate monochrome illustrations with vibrant, flowing color and light, achieving a visually striking effect through advanced digital projection mapping techniques. Each illustration draws from symbolic LGBTQ+ iconography, layering meaning and narrative to celebrate strength in community and pride. The resulting visuals form a dynamic tribute to LGBTQ+ heritage, with each ident telling a story that resonates across diverse audiences.

Filming took place over two days in Manchester, combining both studio and on-location work to bring the vision to life. These vibrant idents became a central part of ITV’s visual storytelling for Pride Month, amplifying a message of inclusivity and community in a bold, artistic expression. This collaboration not only redefined ITV's visual identity for Pride but also left a lasting impact by celebrating LGBTQ+ pride and resilience on one of the U.K.’s largest broadcast networks.