Campaign, UX Research, UX Design

Chicago Transit Authority

Overcoast
Rebrand Proposal

A campaign for the second largest transit system in the nation

A campaign for the second largest transit system in the nation

Timeline

6 Weeks

Role

Designer

Collaborators

CTA Comms Team

Tools

Adobe Illustrator, AfterEffects

Background

The CTA needed a campaign to bring awareness to contactless payment methods being accepted on trains and buses. As the sole visual designer on the team, I developed this campaign from the ground up.

Timeline

5 Weeks

Role

Designer, Researcher

Collaborators

Yanna Nguyen, Walid Al-Tinawi

Tools

Figma, Adobe Illustrator, AfterEffects

The Results

Riders were served the ads both digitally at airport CTA stations, and physically at all CTA stations, bus stops, and billboards. The result? An increase in 2.6 million contactless taps for the months of August and September compared to last year.

The CTA's Goals

The number one goal:

increase ridership

The number one goal:

increase ridership

Bring awareness to contactless payment, while not disparaging Ventra cards which provide valuable data on rider activity.

Bring awareness to contactless payment, while not disparaging Ventra cards which provide valuable data on rider activity.

Ensure that the CTA's visual identity and branding is instantly recognizable in all communications.

Ensure that the CTA's visual identity and branding is instantly recognizable in all communications.

Initial Concepts

I created several different initial concepts. However, the feedback I received was to be more direct in the call to action and visually depict what contactless payments were to be more accessible to all riders.

Final Designs

I created several different initial concepts. However, the feedback I received was to be more direct in the call to action and visually depict what contactless payments were to be more accessible to all riders.

Final Thoughts

I highly enjoyed learning this project and the chance to improve riders' experience on the CTA. Having witnessed firsthand long lines at ticket machines after large events such as Lollapalooza, I knew that both tourists and locals could benefit from this awareness campaign.

What we Learned

Through this project, I became more familiar with branding and web design. I also learned more about heuristic evaluations and what goes into creating a cohesive, unique brand.


Future Considerations

In the future, I would like to explore more branding projects and creative coding to design unique and playful interactions and websites.

• Building out the rest of the characters and clues
• Creating alternate plots for different characters as the murderer.
• Potentially expanding to new rooms/settings

What we Learned

Through this project, I became more familiar with app design and game design.


Future Considerations

In the future, I would like to explore more branding projects and creative coding to design unique and playful interactions and websites.

• Building out the rest of the characters and clues
• Creating alternate plots for different characters as the murderer.
• Potentially expanding to new rooms/settings