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Campaign: Now You're a New Yorker!
A rebranding campaign for the MTA that reframes public transit as a shared New York experience rather than simply a mode of transportation. Designed as an advertising-for-social-good initiative, the campaign celebrates the everyday moments, challenges, and rituals that connect New Yorkers across the city.
As part of the project, I developed the campaign concept and strategy, designed out-of-home (OOH) advertisements, created audience personas, and produced the visual lookbook that guided the campaign's identity and messaging.
A rebranding campaign for the MTA that reframes public transit as a shared New York experience rather than simply a mode of transportation. Designed as an advertising-for-social-good initiative, the campaign celebrates the everyday moments, challenges, and rituals that connect New Yorkers across the city.
As part of the project, I developed the campaign concept and strategy, designed out-of-home (OOH) advertisements, created audience personas, and produced the visual lookbook that guided the campaign's identity and messaging.