MBTA

The Massachusetts Bay Transportation Authority (MBTA) needed a safety campaign to address common rider behaviors and reduce safety incidents on the T. The goal was to grab attention and encourage safety guideline compliance without sounding overly forceful. That’s a fine line! I developed a bold, visually engaging campaign using vibrant gradients inspired by their brand palette, paired with striking imagery, to deliver safety messages in a clear, approachable way. This was an OOH campaign in train stations.