RMTD: Rolling Out Free Ride & U-Pass to Keep Students Moving Forward

Building a Stronger, Smarter Rockford: RMTD + GrahamSpencer

At GrahamSpencer, we’ve loved every minute of our collaboration with Rockford Mass Transit District (RMTD), an essential community service that continues to innovate and evolve. Since our partnership began in 2016, we’ve helped RMTD develop a remarkably strong, recognizable (periwinkle blue) brand that reflects its mission—providing safe, affordable and accessible transportation to all.

U-PASS: Empowering College Students with Affordable Mobility

RMTD’s U-PASS program is an innovative program for local college students that offers a safe, convenient and low-cost way to navigate the Rockford area. With unlimited rides on RMTD’s signature periwinkle-blue buses, students can easily travel to classes, internships, part-time jobs and fun—all without the hassle and cost of owning a car.

U-PASS doesn’t just save students money; it’s also an eco-friendly solution that promotes sustainability by reducing individual car travel and lowering carbon emissions. To support the program’s success, RMTD needed compelling video commercials, digital campaigns, transit and point-of-service advertising to engage students and encourage participation. GrahamSpencer’s work captures the journey of students striving to become high-earners by making the most of their time on campus and in the community with memorable messaging and imagery that resonate.

Ride Free: Expanding Access for Grade School and High School Students

RMTD’s Ride Free program addresses the transportation needs of grade school and high school students across our community. By offering free, reliable transportation with just a valid student ID, the program eliminates transportation barriers and ensures that students can access critical resource, whether just getting to school, staying late for tutoring, participating in extracurricular activities or visiting the library to study.

For students in underserved areas lacking school-provided transportation, Ride Free is a lifeline, providing independence and helping families save on transportation costs. Like U-PASS, it encourages sustainable transportation habits and fosters a greater sense of environmental responsibility among young riders.

04 U-Pass GIFs

05 Free Ride SnapChat Ad + GIFs

Our Role: Building and Sustaining a Memorable Brand

GrahamSpencer is proud to have played a key role in shaping and promoting RMTD’s remarkably recognizable periwinkle-blue brand. Through strategic design, storytelling and advertising, we’ve helped position RMTD as an essential, progressive service provider in the community. Whether it’s through engaging video content, impactful digital outreach, transit advertising or point-of-purchase messaging, our work speaks to the heart of RMTD’s mission—connecting people to opportunity.

If you’re looking for highly skilled branding and advertising partners, come aboard with GrahamSpencer. We’re here to help get your brand moving in the right direction with strategic excellence, creativity and a sense of purpose.

Looking for an agency that can help your brand thrive over the long haul?