Clipper East Bay Campaign

Clipper card, the Bay Area's transit card, was expanding to four new agencies in the East Bay. With this launch, Clipper would now be accepted on all agencies in the area, and riders could seamlessly transfer from one to next reaching even more places. I served as the lead designer on a bilingual campaign, reaching riders personally by highlighting their travels, and the actual connections they would make to their destinations.

Deliverables for the campaign creative included: advertising in BART (Bay Area Rapid Transit) stations, bus ads, and display and print advertising on local news sites and newspapers.

Work completed at MIG.

Clipper East Bay Campaign Ad

After analyzing transit usage in the area (through data collected by the transit agencies), two clear campaign audiences were identified: commuters traveling to and from BART, and local, transit dependent riders primarily of Hispanic heritage.

Working closely with the Metropolitan Transportation Commission, we identified six destinations that these two audiences regularly travel, and featured these in the campagin creative.

Clipper East Bay Campaign Station Ad
Clipper East Bay Campaign Digital Ad
Clipper East Bay Campaign Bus Ad

Visually the creative uses large focused imagery juxtaposed with thoughtful, pared down headlines on blocks of color. By having six creative variations, we were able to depict the possibilities of using a Clipper card, and how riders can seamlessly connect from agency to agency.

Research and sketches
Moodboard
Sketches

Prior to creating concepts, I compiled materials from related transit campaigns, as well as imagery that touched on and was reflective of the emotions of travel and the joy of reaching a destination or place.

Early concepts
Clipper East Bay Campaign Concept
Clipper East Bay Campaign Concept
Clipper East Bay Campaign Concept
Clipper East Bay Campaign Concept

Three different creative concepts were presented to the Metropolitan Transportation Commission, of which the final was chosen. In each concept a personal connection with riders's needs became a focus, as well as emphasizing Clipper's expansion to these new agencies.

Line
Line

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