Using on-site research and design systems thinking, this project addresses rider-caused social issues on Chicago CTA trains. The result is a modular, two-part behavioral campaign that targets young adults and prioritizes clarity, cohesion, and rapid visual communication in a public transit setting.
Observation Brief
• Problems occurring with people trying to enter without letting others exit
• Noticed people smoking on the train
• People screaming on their phones
• People selling weed & going through emergency exits
• People sleeping/taking up several seats
• Loud/vulgar music being played on speaker when children are around
PROPOSAL STRATEGY
The design strategy focused on maintaining cohesion across all pieces to ensure elements did not feel disconnected. To address concerns about consistency, multiple drafts were developed and peer feedback was incorporated to evaluate overall cohesion and visual alignment. Given the younger target audience, a minimalistic design approach was selected to attract attention and maintain clarity.
Proposal Images
Concept 1
Concept 2
Final Deliverable (pre-Revision)
Wall Poster
Headliner Card
Headliner Revision
Headliner Card (Revised)
CTA Mockup
