Here are my initial three design pathways, three different pigs with three different personalities. The first pig loud, experimental, and dynamic and inspired by street artist and the art culture in our city. Second, this pig is classic, conservative, resourceful and nostalgic with inspiration drawn from the history and heritage of Cincinnati. Lastly, is my chosen direction is a metrosexual, stylish, and modern pig inspired by modern transit systems.
CINCINNATI STREETCAR CAMPAIGN
The Cincinnati Streetcar project is a local issue that many people have strong opinions about. I designed a persuasive campaign to put a friendly face on this controversial project.
I used the ever popular iconic pig as my mascot for the campaign and gave my pig a distinctive personality. The style of the pig is inspired by famous transit systems like the NYC Subway and London Underground. Piggy is ahead of the curve, stylish, efficient, and simplistic. This design direction is a good push for Cincinnati and matches the exponential growth happening within the city. I chose the color pink as a key brand element because it is scarcely used and I wanted to make a big statement.
The tagline used in my advertising touchpoints “This Little Piggy” was inspired by the playful children's nursery rhyme. Its familiar simplicity helps viewers visualize themselves riding the streetcar. To get the campaign out to the masses, I designed a highway billboard and Metro stop advertisement for Cincinnatians to experience while using other methods of road transportation. As an additional nod to everyone's favorite flying pig, the highway billboard has a responsive background that adapts to the time of day. It creates the illusion that the streetcar is flying.
Lastly, I created a brochure that breaks down exactly why Cincinnatians should support the streetcar project. Along with written information, the pamphlet contains a map of the streetcar route and stickers to promote the project.