Client: San Francisco Municipal Transit Agency (SFMTA)
Project: Muni Forward program brand and public awareness campaign
Brand Development / Graphic & Web Design / Art Direction / Campaign Development / Photo & Video Production
Role: As the Art Director, I led brand development and execution, including the design and implementation of focus groups, multi-cultural messaging frameworks, suite of outreach materials, experiential and promotional materials, social media content and the (now archived) Muni Forward website. I lead the creative development for the Faces of Muni campaign, art directed photo and video shoots, was hands-on with development and testing of ad creative and oversaw reporting on campaign outcomes. After the campaign's peak, SFMTA conducted onboard riders surveys to record Muni's highest rider approval rating in the last 10 years.