art direction • design lead • brand identity
Creative Brief: Develop the theme and design system that serves as the foundation for all visual communications and wayfinding.
The Ride to Decide bus tour traveled more than 5,800 miles across nine states and 20+ cities, bringing conversations around abortion access directly into communities across the country. Through press conferences, roundtables, panels, and community events, the tour highlighted the real-world impact of abortion bans and built momentum for federal protections.
The Ride to Decide bus tour traveled more than 5,800 miles across nine states and 20+ cities, bringing conversations around abortion access directly into communities across the country. Through press conferences, roundtables, panels, and community events, the tour highlighted the real-world impact of abortion bans and built momentum for federal protections.
Nostalgic Future
Rooted in the Free & Just brand, the visual identity looks backward to move forward. Subtle references to the visual language of the Roe v. Wade era meet the optimistic energy of the '70s inspired design to transform nostalgia into contemporary.
The tension between past and future became central to the system: a visual language grounded in history, but designed to signal what comes next.
Rooted in the Free & Just brand, the visual identity looks backward to move forward. Subtle references to the visual language of the Roe v. Wade era meet the optimistic energy of the '70s inspired design to transform nostalgia into contemporary.
The tension between past and future became central to the system: a visual language grounded in history, but designed to signal what comes next.
The bus was the most integral piece of the campaign. A split visual treatment allowed the exterior to flex across different messages and events, while an integrated podium treatment transformed the bus into backdrops for press conferences, photography, and social content.
Every surface was designed with both visibility and versatility in mind, allowing the identity to stay recognizable while adapting to the needs of each stop along the tour.
Every surface was designed with both visibility and versatility in mind, allowing the identity to stay recognizable while adapting to the needs of each stop along the tour.
The supporting event materials leaned into the spirit of '70s music festivals. Designed for summer events, the system extended the bus identity into a cohesive experience.
