The Whatcom County Transportation Authority provides public transit services in Bellingham, WA and offers free fares to youth passengers as part of the statewide "Move Ahead Washington" program. They run an ongoing awareness campaign to reach riders ages 18 and under, and the previous campaign materials had been in use for a few years and were due for an update. Deliverables for this campaign included posters in English and Spanish that could be displayed at bus stops, schools, and popular local hangouts, as well as bus signage, an ad for local movie theaters, and social media graphics.
Concept Development
For the "Youth Ride Free" theme, it was important for the design to feel on-brand while standing out in a way that would appeal to a younger audience. We looked at design trends for teen-targeted media and found ways to incorporate them alongside WTA brand elements. I developed the theme around messaging mapped to audience interests — music, movies, games, sports, and outdoor activities. Below are the two initial concepts that combined to create the final product.
The WTA Youth Ride Free campaign was designed by myself on behalf of D2 Creative Agency with the creative direction of Diane Davis. All designs were created using Adobe Photoshop and Illustrator.
