|| branding ||

way 2 go, atlanta!

FIELDTRIP CLIENT
DEC 2021

Atlanta's metro system needed a revitalized advertising campaign for this project to encourage public transit use post-COVID. As people returned to offices and events resumed, the goal was to create compelling visuals and messaging to inspire confidence and convenience in choosing public transit again.

|| introduction ||

from SAFETY and cleanliness to CONVENIENCE and reliability

Atlanta's metro system required a strategic advertising initiative to encourage a return to public transit post-COVID. Through extensive research, including interviews and online surveys, we identified the primary concerns that led to hesitancy in using public transportation again. These insights revealed various factors, from safety and cleanliness to convenience and reliability. To address these, we developed targeted marketing campaigns under the theme "Ways to Go," each tailored to meet the unique needs of different audience segments. Whether emphasizing the ease of commuting, the environmental benefits, or the enhanced safety measures, each campaign was designed to rebuild trust and highlight the advantages of public transit for daily commutes and events.

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|| the standards manual ||

download pdf

||||| process |||||

|| finding our audience ||

|| learning our audience ||

|| messaging for our audience ||

|| messaging layout iterations ||

|| first character iteration ||

|| first campaign iteration ||

|| second character iteration ||

||||| personas |||||

|| persona one ||

MILLENIAL MEGAN | ♑︎ | 24

Megan knows how to get shit done. She got her master’s degree in agriculture at the University of Georgia and wants to start her own farm. She likes to be organized and uses apps on her phone and her laptop to stay organized. She prides herself on being “woke” and will cancel any brand that doesn’t value the same things she does. She likes brands that are clean and organized or it’s a waste of time.

LIKES

riding tractors, calenders, and girls

DISLIKES

being disorganized, mansplaining, wasted time

|| persona two ||

LEGACY LARRY | ♑︎ | 24

Larry comes from a long line of farmers. His son and daughter are both first-generation college students and he couldn’t be more proud. He is a long-time customer of Rural King and goes to the store every week even if he doesn’t need anything in particular. Sometimes he goes just to talk to the employees and brag about his kids.