Role Creative Director · Web Designer · Coder
Deliverables Brand Identity · Hi-fidelity Prototype · Print
Tools Photoshop · Illustrator · InDesign · Bootstrap
Timeframe 2 months
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?"
The defining stage included a solutions map.
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.
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.