CHALLENGE: Select an organization, group, business or institution that might benefit from a campaign to increase awareness, change perception, enter a new market, or promote a product or service. Identify the opportunity and create a campaign. 

SOLUTION: Design a campaign for the MTA to help increase subway ridership post-COVID. I chose to focus on the uniquely “colorful” experiences and characters encountered as a regular subway user. The appeal made to potential riders was to check out the showcase of diversity and creative energy that fuels New York and is on display daily in the subway system. I also sought to create a tone of voice that was humorous, relatable, and that referenced some of the existing stereotypes about the subway. Design keywords selected were colorful, creative, and unique.

SKILLS: Art Direction, Ideation, Copywriting, Brand Strategy, Typography & Layout, Print Design, Illustration, Mixed Media, InDesign, Photoshop, and Illustrator.