Access Queens

Access Queens is a grassroots organization based in New York City, striving to improve subway transit and enforce responsible residential development in Queens. Founded in 2015, the organization has appeared in over 100 media publications and established relationships with transit and city officials.

Role Creative Director · Web Designer · Coder

Deliverables Brand Identity · High-fidelity · Print

Tools Photoshop · Illustrator · InDesign · Bootstrap

Timeframe 2 months

Company In-house (Volunteer)

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The Problem

Queens residents struggle with a worsening public transit system that threatens their quality of life, income, and geographical access. Frustrated subway and bus riders want immediate service change updates, alternative travel routes, and the MTA to be held accountable for improving the customer experience.

"How do we help Queens residents navigate subway service interruptions and lead the charge for change in public transportation?"

Opportunity

  • Subway Line Campaigns: Launch targeted subway line campaigns to build awareness and community engagement.
  • Organizational Identity: Position Access Queens as a trusted leader in local transit advocacy, building a recognizable identity that aligns with our parent organization and respects MTA intellectual property.
  • Website as Resource Hub: Transform the website into an inspiring resource hub where riders confidently take informed action, participate in local events, and learn how to navigate the subway system.
  • Social Media Growth: Increase the number of social media followers, increase content shares, campaign hashtag use, and social mentions by 30%.

Process

Research & Discovery

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Define

The defining stage included a solutions map.

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Ideate

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Branding

Identity

I designed a modern, but urban brand identity influenced by the subway system but did not infringe on the MTA’s intellectual property. For example, the “rail motif” — a graduated horizontal line that crosses the letterforms — represents the major subway lines that run through Queens. Other print communications are grittier in appearance, much like the art scene in Queens.

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UX Design

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Visual Design

I created a responsive website for straphangers on the go that included content and tools to help navigate service interruptions. The most popular was the “7 Train Survival Guide” and calls-to-action to activate the Queens community using social media.

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Testing

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Impact

Outcomes

  • Audience Growth and Engagement: Gained 3,000+ new followers in under a year, highlighting strong resonance with riders pursuing advocacy, transparency, and action.
  • Earned Media Visibility: The new website earned coverage on NBC New York, NY1, and PIX11, significantly expanding reach and legitimizing Access Queens as a trusted public resource.
  • Mobile-First Civic Action: Delivered a responsive website and social media channels for riders, enabling them to file real-time complaints with the Metropolitan Transportation Authority and 511 New York.

Learnings & Reflections

  • Rider Expectations: * Riders want customer-focused service but feel the MTA lacks empathy and accountability, exposing gaps in customer experience.
  • Reliability and communication are key: Riders know infrastructure is aging, but getting to destinations on time is their priority. Clear, proactive updates are essential.
  • Collaboration Drives Impact: The MTA is more responsive when engaged through professional partnerships, showing that collaboration works better than confrontation in civic and advocacy work.
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