Brief
Design a brand refresh campaign for MTA

Roles
Strategy/Concept/Event Branding/Design

Client
MTA [A Shillington student brief]

Art Direction
Shanti Sparrow

To design a campaign to refresh MTA's negative image in New Yorker's minds, I developed the Space & Time Expo. The event’s focus is to move away from the immediate inconvenience, and instead celebrate a common cause that all can appreciate — the progress of New York City. The campaign consists of two parts, first an informational app is released prior to the event, and a promotional poster series that alludes to the old World Fairs.

As a prelude to the event — and hopefully a continuously informative resource afterwards — the mobile app is meant to retell the story of the MTA. From its past as world's pioneering rapid transit system, to its current improvements and outlook to the future advancements. The Space Time Expo supposedly takes place as the turning point from present into the future. 

With the much-discussed Fulton Center as designated event venue, the poster illustration purposefully removes all "noises" — the people, shops, and etc. — and solely presents Fulton Center's spacial beauty and structural integrity. The design visually inspires its viewers by visually connecting the event to the World’s Fair series. I based the poster structure on the 1833 Chicago World’s Fair poster, which had a similar theme as the one I intended for the MTA expo, “A Century of Progress”.