A Seat For Everyone
THE CHALLENGE
The City of Leduc set out to celebrate its 10th Pride anniversary in a way that felt meaningful, visible, and lasting.
The goal was to create something that could extend beyond a single event — reaching the broader community and reinforcing the city’s commitment to inclusivity. The challenge was to design a public-facing piece that would resonate with a wide audience while remaining bold, respectful, and highly visible in everyday environments.
THE IDEA
A Seat for Everyone
The concept positioned the bus as more than transportation — it became a moving symbol of inclusion.
The design focused on visibility, warmth, and representation, using bold colour, expressive illustration, and inclusive messaging to create an experience that felt welcoming and unmistakably public.
THE DESIGN
The visual system combined vibrant rainbow gradients with custom illustrations representing diversity and connection.
Bold typography was integrated directly into the artwork to ensure the message remained clear and legible at scale. The composition was carefully designed to flow across the full length of the bus, adapting to doors, windows, and structural elements without losing continuity.
Every element was created to balance impact with clarity, whether viewed up close or from a distance.
THE EXECUTION
Designing for a transit vehicle required careful consideration of scale, layout, and real-world constraints.
The artwork was developed to perform across multiple viewing conditions — from pedestrians standing nearby to drivers passing at speed. Each section of the bus was mapped to ensure the design remained cohesive while accommodating physical interruptions like doors and windows.
Collaboration with production teams ensured the final wrap translated accurately from digital concept to physical application, maintaining colour integrity and visual consistency.
THE OUTCOME
The final bus became a highly visible and meaningful symbol of inclusion within the community.
As it moved throughout the city, it extended the reach of Pride beyond events and into everyday life — creating moments of visibility, recognition, and connection.
The project successfully transformed a functional public space into a moving expression of community values, reinforcing the City of Leduc’s commitment to inclusivity.
Awards Won
Advertising Club of Edmonton (ACE) Award - Distinction
