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.
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.
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.
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.
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.
Browse more projects
Yahoo Small BusinessElevating a brand that helps small business owners succeed
RecycleSmartMaking everyday recycling easier
X-Caliber CapitalBringing the expertise of a real estate finance lender online
Yoga Journal MagazineEditorial design for the authority on the yoga lifestyle
KneeFixA health and wellness app assisting in knee pain and injury recovery