As the lead designer, collaborating with a small team, on a bilingual campaign for Clipper card, the Bay Area's transit card, my team reached Clipper users by highlighting the trips and connections riders make on public transit.
Deliverables for the campaign creative included: advertising in BART (Bay Area Rapid Transit) stations, bus advertising, and display and print advertising on local news sites and newspapers.
With expansion to four new transit agencies in the Bay Area's East Bay, Clipper card was now accepted on all agencies in the area, and riders could seamlessly transfer from one to next reaching even more places.
After analyzing transit usage in the area, through data collected by the transit agencies, two 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, to feature in the campaign creative.
Each creative features large focused imagery juxtaposed with thoughtful, pared down headlines on blocks of color. The simplicity of the design aimed to capture riders' attention while they were on the go. With six visual variations, we portrayed the possibilities and seamlessness of using a Clipper card.
Prior to concepting, I researched transit campaign materials, as well as imagery that was reflective of the emotions of travel and the joy of reaching a destination to inform our designs.
Four concepts were presented to the Metropolitan Transportation Commission. Each concept aimed to make a personal connection with riders while also focusing on Clipper's final expansion.
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