Royal Mail

'Pride' Special Stamp series

Agencies: NB Studio Animade


On the 1st July 2022, Royal Mail will issue a set of eight stamps to mark the 50th anniversary of the UK’s first Pride rally. The postal delivery service commissioned NB Studio who, in turn, found and art directed illustrator Sofie Birkin to encapsulate the idea ‘A March Through Time’ through her designs. This iconic stamp series was then brought to life by the animation studio Animade.

NB Studio developed the concept, ‘A March Through Time’, for the stamps, with the collection paying homage to each decade of Pride - from its protest gatherings in 1972, to its present day in 2022 as a huge celebratory festival, welcoming all members of the LGBTQ+ community.

To develop the look and feel of the stamps, NB Studio worked closely with queer British artist, Sofie Birkin. Her free-flowing, joyous and colourful style of illustration effortlessly befitting this milestone celebration. The panoramic stamp format which houses Sofie's illustrations was chosen to emphasise the idea of a timeline. Produced in vivid full bleed print, the stamps take on a tapestry-like aesthetic when combined. The creation of the stamps involved engaging Pride organisations around the UK to ensure that the symbolism in the design from flags to tattoos, clothing to handkerchiefs was respectful to all identities featured.

Along with the stamps, NB Studio also designed the wider campaign collateral, including a presentation pack, coin cover, hand stamps, filler card and first day cover.

Animade was brought in to bring the illustrations to life through animation. The agency created the film depicting the LGBTQ+ community’s journey through the history of Pride, assisted by NB Studio’s writer Dan Radley, sound engineers Box of Toys Audio and voice actor Layton Williams. The animation will be shown across Royal Mail’s social channels from today.

Animation injects energy and emotion that strikes a connection with the viewer, which came through in the work on the vivid and joyful ‘A March Through Time’ film. The content builds on the diverse range of beautiful characters featured on the stamps and draws them together using rich storytelling throughout. By creating complex hand-drawn, frame-by-frame animation, Animade makes the stamp collection jump off the perforations and into life.

This professional campaign titled ''Pride' Special Stamp series' was published in United Kingdom in June, 2022. It was created for the brand: Royal Mail, by ad agencies: Animade and NB Studio. This Integrated medium campaign is related to the Public Interest and Public Utility industries and contains 5 media assets. It was submitted almost 2 years ago.


NB Studio:
Creative Directors: Alan Dye & Nick Finney
Executive Creative Director: Olly St John
Design Director: Sam Pittman
Designer: Becky Campbell
Writer: Dan Radley
Client Managers: Sophie Knowles & Jess Storey

Illustrator: Sofie Birkin

Executive Creative Director: Ed Barrett
Creative Director: Frida Ek
Animation: Chris Cocker, Eilidh Reid, Emmanuelle Walker, Lennon Valinhas, Romane Wach, Ross Butter, Sam Jones & Valérie Galchynska
Artworking: Bekki Leahy, Jacob Stead, James Hatley, Sabine Volkert, Stewart Harvey, Suzanne Matharan, Theresa Haas & Toby Mortimer
Design: Cat Finnie & Jim Billy Wheeler
Producer: Sophie Neophytou & Mariana Conde Grant
Production Assistant: Simona Somma-Mullins
Account Manager: Megan Coombes
Script consultation: Zak Khan

Sound Design: Box of Toys Audio

Voice actor: Layton Williams (represented by The Joneses Voice Agency)

Royal Mail:
Design Manager: Dean Price
Writer: Amelia Abraham
Editorial Manager: Eliza Marciniak


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.