MARKETING

ILLUSTRATOR

PART-TIME JOB

SEP 2024–2025

CONTEXT

ASUCD Unitrans is a student-run bus system at UC Davis that provides public transportation for the Davis community. Our marketing primarily targets college students to communicate service changes or announcements.

DESIGN CHALLENGE

Unitrans marketing must compete for student attention and highlight essential information quickly.

Unitrans marketing must compete for student attention and highlight essential information quickly.

Unitrans marketing must compete for student attention and highlight essential information quickly.

MY ROLE

Create marketing media that promotes bus services and simplifies information for students.

OBJECTIVES

  • Balance creativity with established brand requirements.

  • Design for clarity, readability, and accessibility at varying distances.

  • Create engaging visuals that reflect Unitrans's friendly and approachable image.

BRANDING GUIDELINES

BRANDING GUIDELINES

Simple guidelines with only a typeface, color, and logo requirement. With few restrictions, I had a lot of creative freedom in my designs.

HOLIDAY SERVICE ANNOUNCEMENTS

HOLIDAY SERVICE ANNOUNCEMENTS

Informs riders on upcoming holiday services changes. Designed with clear dates and large holiday-themed focal point graphics to be viewed outdoors at bus terminals.

Includes: Flyers, posters, A-frames, social media. Primarily colored print.

EVENT SERVICE ANNOUNCEMENTS

Used to convey Unitrans service changes during specific campus events. Inspired by the event's theme or visual identity. Emphasized clear event info and simplified service changes for easy comprehension.

Includes: Social media, flyers, posters, brochures.

INTERAL UNITRANS

In-house materials for Unitrans buses, employees, and the main office. Prioritized accessibility and hierarchy to convey information quickly, and to showcase Unitrans' friendly branding.

Includes: Badges, signs, wayfinding, vinyl stickers, social media, A-frames, flyers, posters, bus signs.

REFLECTION

01

Clear messaging is the most important aspect.

Clear messaging is the most important aspect.

Although I maintained a bright, colorful, and bold style throughout the works, I realized the clarity of the message is what ultimately determines its effectiveness. A well-designed piece still fails if the takeaway or announcement information isn't immediately understood.

02

Designing for quick consumption.

Designing for quick consumption.

Unlike users actively engaging in a website/app, printed marketing materials are often seen briefly while in passing. This made me carefully think about the hierarchy, scannability, and what might catch the audiences' eyes.

03

Freedom requires a self-imposed visual direction.

Freedom requires a self-imposed visual direction.

Because there weren't many strict design constraints, I had to define my own visual direction early on. This made me more intentional about my imagery and the feeling I wanted to convey.

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