The Hop
Ad Campaign Design
Project Information
The Hop is a streetcar transit system located in downtown Milwaukee with plans to expand. With ridership at low levels, a campaign is needed to create awareness and attract new riders. The campaign will consist of three print ads, an app design, and guerrilla tactics.
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Milwaukee is a city of neighborhoods, and with The Hop being a free transportation service with goals to expand, this presents a great opportunity to connect neighborhoods and foster a sense of community.
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Grounding the campaign message in “connection of neighborhoods” visually, we will target Urbanistas—people who embrace living, working, and visiting American metro areas. In our case, this includes students, the downtown workforce, condo/apartment dwellers near our routes, and visitors/tourists to Milwaukee. This audience is open to fun design trends while also being old enough to appreciate nostalgic references.
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I utilized a vintage cartoon illustration style with bold typography to evoke both nostalgia and trendiness. The key subjects include The Hop itself and various Milwaukee landmarks, incorporating elements unique to the city. To unify the campaign, I also incorporated The Hop’s existing brand standards and colors while adjusting the tone and voice to feel lighter and more youthful—keeping it recognizable yet fresh and current.