This project used on-site observation and design systems thinking to address rider-caused social issues on Chicago CTA trains. We created a modular, two-piece behavioral campaign aimed at young adults, prioritizing clarity, cohesion, and fast visual communication.
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
For our design strategy, we wanted to focus on making sure each piece was cohesive and elements did not feel disconnected. Our worry was that the posters would not feel cohesive, so our strategy for avoiding this problem was to have multiple drafts and ask our fellow peers if the pieces looked cohesive and if all the elements were cooperating well with each other. With our target audience being younger, we believed a minimalistic design would catch their eye
Proposal Images
Concept 1
Concept 2
Final Deliverable (pre-Revision)
Wall Poster
Headliner Card
Headliner Revision
Headliner Card (Revised)
CTA Mockup
