A campaign designed for the major cities' public transportation system, conceived around an original typeface, Tesselate.
Tesselate, inspired by natural and urban growth patterns like spirals, ramifications, and cul-de-sacs, elicits feelings of hopefulness and order in regard to sustainable growth and choosing public transportation. To further my exploration of this topic, I created a supplementary billboard and application that finds its audience in everyday spaces like a highway billboard during rush hour or on their phones in their digital wallets.
Inspired by Generation Wild's Wonderfull World campaign, as well as a trend I've seen that defines a product/service by drawing connections to something that feels completely juxtaposed, I created a billboard with compelling and thought provoking visuals that encourages the audience to ponder their choices in transportation, presumably while stuck in the LA traffic.
After seeing the great success and popularity of implementing tickets and transit cards into digital wallets like Apple Wallet, as well as the postive impact of AR mobile games like Pokemon GO and Pikmin Bloom, I wanted to combine both concepts to create an all-in-one app that provides the user with everything they'll need for a positive public transportation experience. This app, Ride Together, encourages users to ride more public transportation by awarding them for miles traveled by displaying it like a score, as well as using the concept of "Community Days" to encourage users to team up to complete challenges.
At the core of these concepts is my original typeface, Tesselate, as well as a suite of original transportation cards that encourage usage by drawing connections to iconic landscapes that users undoubtedly feel connected to as residents.