We wanted to celebrate Pride in a way that would exist longer than just the month of June. Specifically, we wanted to make an impact on the young people in the LGBTQ+ community in Philadelphia, who are often the most vulnerable. So, we designed a fundraising campaign for The Attic Youth Center, a nonprofit organization that has served the LGTBQ+ community in Philadelphia for over 30 years providing young people with essential services like mental health care, educational programming, and life skills. In the spirit of the freedom of expression that The Attic Youth Center offers teens, we sought to find a way to showcase that freedom physically and found that Indego bikes were the best vehicle (pun intended) for this.

Throughout the course of this campaign, our team created a full suite of multi-channel assets, such as out-of-home advertising, playful and witty campaign headlines, engaging social assets, and custom wraps for Indego bikes throughout the city. We wanted this work to stand out from the stereotypical Pride branding that has become omnipresent from social events to corporate logos. We reached beyond the rainbow flag to create a graphic language that spoke authentically and directly to the LGBTQ+ community and to our city.

We wanted to spotlight the work The Attic Youth Center does, and the people who make it happen, in an interesting, engaging way. So, we decided to interview three members of the center. The interviews underscored how genuine the partnership between The Attic Youth Center and Indego is, with each offering its own sense of freedom and created with real care.