THE BRIEF The San Francisco Municipal Transit Agency (SFMTA) sought a new program brand and public awareness campaign to raise awareness about Muni service improvements including route changes, capital projects (N Judah) and new rapid service pilots (5 Fulton).
THE BRAND The Muni Forward brand had to distinguish itself from other SFMTA communications while aligning with existing SFMTA brand standards. To resonate with skeptical riders, the brand would need to generate awareness and positivity while coming from a place of authenticity. All materials were tailored to maintain fidelity across the full spectrum of channels and cultural relevance across San Francisco's diverse communities.
THE CAMPAIGN The Faces of Muni campaign was launched to increase public awareness of the array of enhancements making Muni a safer, more efficient, and more comfortable service for customers. The overarching goals of the campaign were to communicate about Muni Forward on a strategic level, to improve perceptions, to evolve the brand, and to humanize the campaign messages. The creative strategy was developing content featuring photos and thoughts from real Muni operators and riders to make the campaign more relatable for target audiences.
MY 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.
OUTCOME After the campaign's peak, SFMTA conducted onboard riders surveys to record Muni's highest rider approval rating in the last 10 years.