MBTA CAMPAIGN
Overview
Client: MassHire Boston ABCD Career Center
Role: Lead Designer
Project Timeline: October 2024 – June 2025
The MassHire Boston ABCD Career Center campaign aimed to promote the center’s relocation to Roxbury, MA, and increase awareness of its career development services. The campaign rolled out in two phases: an organic teaser campaign followed by a paid advertising push across digital and transit media.
Design Contributions
I was responsible for designing key advertising assets, including:
MBTA Transit Cards – Interior ads for subway cars and buses, ensuring high visibility for daily commuters.
Geofenced Mobile Banner Ads – Digital display ads strategically placed on the MBTA website. These ads were triggered based on user location, ensuring visibility to MBTA riders and directing engaged users to MassHireBostonABCD.com.
Each design maintained a cohesive visual identity aligned with MassHire branding, emphasizing accessibility, career advancement, and community empowerment. The messaging highlighted opportunities for job seekers while maintaining a modern, professional aesthetic.
Impact
The transit campaign, executed through Outfront Media, will run for 11 weeks across MBTA bus and subway lines, targeting a diverse urban audience. The geofenced mobile banner ads further amplified reach by engaging MBTA website visitors, seamlessly connecting them to career resources.
By leveraging strategic ad placements and compelling visuals, this campaign reinforced MassHire’s commitment to workforce development while ensuring strong brand visibility throughout Boston.
