DONCASTER PRIDE

Doncaster Pride in conjunction with First Bus created Pride visibility beyond the parade. It transformed a functional bus into an immersive, moving Pride experience – inside and out – reaching people through its public presence throughout the streets of Doncaster.

The challenge
Celebrations are often confined to specific events and audiences. Doncaster Pride wanted to create visibility beyond the parade – embedding inclusion into everyday city life.

The idea
We turned public transport into a moving Pride celebration. Pride would reach new audiences by travelling throughout the city.

The solution
A bold, inclusive Pride identity’s created and applied across a full bus exterior and interior. The bus became a mobile platform for representing – highly visible, impossible to ignore, and integrated into every day life. The exterior livery acted as a moving billboard, while interior branding immersed passengers in Pride messaging, transforming ordinary journeys into an exciting experience.

The impact
Pride became a part of Doncaster’s daily landscape, reaching audiences beyond LGBTQ+. The project normalised inclusion through constant public presence, creating a powerful public platform through an everyday mode of transport.