Montgomory County Department of Enviornmental Protection Climate Behavior Change Pilot Campaign
Served as the lead designer on a behavior change pilot campaign aimed at reducing car usage and increasing public transit ridership across Montgomery County.
Led the development of the campaign’s visual branding direction, creating multiple distinct design systems and refining them through iterative feedback until a final direction was selected. Collaborated closely with Art Director Marzia Motta and Creative Director Reece Quinones to ensure alignment between visual execution and overall campaign strategy.
The campaign focused on increasing ridership along key Ride On bus routes connecting Silver Spring, Takoma Park, and Langley Park, while also supporting broader “mode shift” goals such as bus and bike share adoption. Design solutions were informed by behavioral insights, addressing barriers like awareness gaps, perceived inconvenience, and emotional resistance to transit use.
The following screenshots showcase the initial design concepts presented to the client prior to refinement and the development of the final visual direction
Option 1
Option 2
Option 3
Process
The client responded positively to the second and third concepts and requested further refinement. They felt the initial designs were too color-heavy and wanted the visual emphasis to shift toward imagery, with increased white space and more intentional pops of color—an approach that ultimately informed the final direction.
