Pace Suburban Bus

On Board with Pride

As Pride becomes increasingly commercialized, people are looking for brands that show up with authenticity and consistency. For Pace Bus, inclusion is not a moment. It is part of the journey.

Insight

Reclaiming meaning in a crowded space, people are seeking brands that act with authenticity and consistency. As Pride becomes increasingly commercialized, trust is earned through action. For Pace Bus, inclusion isn’t a seasonal message. It’s built into the ride.

Challenge

Created at Gatesman Agency

Role: Creative Director

On Board With Pride was created as a living statement of support. A vibrant, full bus wrap carried the message through suburban Chicago every day of the year. At the Pride Parade, employees marched together in matching shirts, bringing internal culture into the community. Recruitment efforts followed suit, helping Pace stand out through inclusive, mission-driven creative.

Idea

The public responded. ABC 7 covered the campaign, delivering over 185,000 local views and 2.2 million impressions nationally. Encouraged by the response, Pace extended the campaign into July with support for Disability Pride. The result was more than a message. It was a movement on wheels.

We brought the Pride message to life across Chicagoland through a unified visual system applied across digital, print, and physical collateral. From bold signage to targeted media, every element worked in harmony to create a presence that was both personal and powerful.

Pride in Motion

These efforts received positive feedback from riders and community members. ABC 7 News covered the story, helping Pace reach an additional 185,000 viewers locally and over 2.2 million nationwide. Building on this success, Pace extended its support to Disability Pride in July.