* go with the flow * go with the flow * go with the flow * go with the flow * go with the flow * go with the flow * go with the flow * go with the flow * go with the flow * go with the flow
GO with the flow 2024
Services: Poster Design, Campaign, Illustration, Variation
Project Overview
The target audience for this project is train riders who ride the train daily or during rush hour, however it is applicable to all riders. We came up with the slogan “GO with the flow” to represent riders coming together and fixing this simple problem. This catchy slogan also provides extra branding for the company releasing these posters. It is something that riders will be able to remember. As a special touch, the posters range in color, to symbolize the different color lines of public transportation in Chicago. This way, it may catch the attention of the riders because each poster is customized to match the train it will be placed on.
Challenges
As part of this campaign, we went out and gathered research. On our first trip we boarded at Harold Washington Library. The elevator is currently under construction so stairs are the only option up. It was pretty quiet on the platform despite talking and music coming from below. The train was on time and the station itself was tidy. There were no behavioral campaigns but a sparkling beverage was posted all over the train car. On our second trip we boarded at Jackson in the Loop. The stairs down were pretty dirty and the station had a overall smell. There was trash on the tracks and the platforms. The train was on time and it was slightly crowded. There were no behavioral campaigns but a new Pride Campaign was up for June.
Results
For the poster design, the overall layout was minimal but not bare to convey the message easily and allow readability in the design. Readability is one of my biggest concerns when it comes to my work. We designed multiple versions of each design for different train line colors. This was successful because it added more customization and intentionality into the design. It is also a nice touch and surprise that train riders may notice when looking at the design. This brings a sense of unity into the design by including all train lines and acknowledging that littering and crowding is a universal problem. The overall tagline of “go with the flow” was effective. It catches the audience's attention because it is not a traditional title like “don’t litter”. It is also a multifunctional title as it worked for both of our problems and tied both posters together.
let’s work
julia staufer-kaminski 2025