This art direction proposal was for a campaign by MetroTransit aimed at students reminding them to tap their universal transit passes at light rail stops on campus. While my initial ideas were plays on the gopher mascot, the “spaghetti arms” idea was chosen to move forward since it was different than any campaigns they’d done before. Between the unique graphics and the bright color palette, while still using the university colors for recognizability, the goal was to make the ads stand out from the maroon and gold seen everywhere else. The direction was approved by MetroTransit, but not the university because of the inclusion of hot pink in the color palette. However, the bubbly typeface was retained.