HEMA Pride campaign 2025

I created an illustration for HEMA’s 2025 Pride campaign.
The design appears on t-shirts, tote bags, fans, pins, and even tompouce pastries! And part of the proceeds goes to COC Netherlands: the world’s first LGBTQ+ advocacy organization.

With this illustration, I aimed to capture the diversity, pride, and joy of Pride through color and form. The figures come together as one, just like the people who celebrate Pride. To me, HEMA represents a space where everyone is welcome, where every body is seen, and every identity matters.
This image stands for celebrating who you are: echt jij, echt HEMA (truly you, truly HEMA).

As a queer person myself, I feel honored to contribute to this message!

Art direction
Paul Goos

Design
Paul Goos

Concept
Paul Goos

Client
HEMA