Description: King County Metro sought the help of PRR to develop and implement a marketing campaign that would encourage commuters to ride the bus or carpool instead of driving alone. We created a down-to-earth, quirky campaign that persuades drivers to take “Just One Trip” in order to save gas money, take a nap, or enjoy karaoke with their fellow commuters in a vanpool. Just One Trip asks drivers to make one small change to experience big benefits.
Role: Visual/Graphic Designer
Our target audience included Seattle area residents who lived in neighborhoods served by several different bus routes. Working closely with Creative Director Jill Hannay, I designed an on-brand, mailable brochure that provided general information on the bus route, as well as details as to how to obtain the commuter benefit offered by King County Metro. I also developed several paper mock-ups in different sizes and folding patterns, and obtained printing quotes for each version. After several conversations with King County Metro and a few additional modifications, we found the best size and folding pattern for the brochure. Once I finalized the design and information architecture of the first mailer, I created three additional versions to target different neighborhoods. I researched landmarks, popular activities, and any quirks of each neighborhood, then found photography that fit within the campaign brand and each neighborhood's culture.
In order to reach Spanish speakers, we developed a translated panel and provided a phone number for Spanish speakers to learn more. As a bilingual designer, I was able to ensure all text on this panel was laid out properly, and make minor editorial suggestions to the copy.
I was also responsible for approving print proofs and coordinating all print and production needs with our outside print vendor.
Sample printed brochure
Route 21 Mailer Brochure
Route 56 Mailer Brochure
As part of the campaign, we also developed a series of print and digital ads that would be published in four different marketing waves. Once each of the four concepts were approved, I moved into production to create dozens of versions to fit different publication specs. This included print and digital publications, social media platforms, bus wraps, animated gifs, and gas pump toppers.
Four Campaign Ad Concepts:
Sample Animated Gif Ads
Bulletin Board Samples
