Run it Forward Tour Bus Design for Jacoby & Kelly Shaddix

Run It Forward Bus Wrap Design

Created for Papa Roach frontman Jacoby Shaddix and his wife Kelly, this comprehensive branding project encompassed the complete visual identity for their Run It Forward campaign—a nonprofit initiative that educates underserved youth on fitness, nutrition, and health care access. The project spanned two consecutive years of campaigns, with each year featuring a uniquely designed full bus wrap that traveled the Southern Pursuit route covering 1,500 miles across Route 66.

A cornerstone of this project was the creation of the "Run It Forward" logo itself, which I designed to serve as the campaign's central brand identity. The logo features bold, distressed typography that conveys both athletic grit and forward momentum, with a dynamic composition that captures the endurance spirit of the ultra-marathon challenge. This logo became the visual anchor for all campaign materials, prominently featured on the bus wraps, team apparel, promotional materials, and across all campaign touchpoints.

For each year's bus design, I developed distinct visual treatments while maintaining brand consistency. The wraps featured dynamic compositions showcasing each year's team of runners in hexagonal portrait frames, alongside evolving sponsor logos, detailed route maps highlighting stops through cities like Houston, San Antonio, New Orleans, and Orlando, and inspirational messaging centered on the campaign's theme "I'M POSSIBLE!" The designs wrapped the entire bus—sides, front, and rear—creating a powerful mobile billboard that transformed a tour bus into a moving statement of community impact and athletic achievement.

Both bus wraps saw full production and deployment, serving as high-visibility mobile branding that successfully amplified the campaign's mission. As the buses traveled their routes, stopping at schools and communities, runners completed half-marathons daily for 18 consecutive days while conducting school assemblies and community outreach programs. The bold, athletic aesthetic of the designs captured national attention, reaching thousands of students and communities along the tour route and helping to raise awareness and funds for health care access, after-school fitness programs, and dental care for America's youth.