Sound Transit
Rainier Valley Safety Campaign
Role: Creative Director/Graphic Designer
Project length: 2 months​
Brief: We led the development of a highly visual campaign to help Sound Transit promote pedestrian safety near light rail and reduce pedestrian fatalities in the Rainier Valley.
Creative Brief
As a creative director, I led the creative brief with the client and collaborated with project managers and graphic designers to analyze the local demographics and observe site interactions, focusing on areas where unsafe behaviors occurred.
Approaches
Conducted a demographic analysis that helped us develop a culturally competent campaign promoting shared responsibility, care for one another, and gratitude, with the message: "Thank you for being safe." Our team designed a suite of attention-grabbing graphics using culturally sensitive design and language including posters, station banners, social media graphics, ads, and more.
Results
Our team’s ability to carry this message across a series of accessible and relevant visuals that meaningfully promote safe behavior—the outcome we set out to achieve—makes this one of our favorite success stories to date.
