MBTA’ s Advertising Campaign
Take A Smart Way
The Massachusetts Bay Transportation Authority (MBTA) is the public agency responsible for operating most public transportation services in Greater Boston, Massachusetts. In this fictitious project, MBTA needed to increase ridership and rebuild public confidence in Boston where most people rely on personal vehicles. Many residents, students, and visitors still perceive public transportation as inconvenient, outdated, or less comfortable.
The challenge was to reposition the MBTA as a modern, efficient, and environmentally responsible alternative to driving. The campaign needed to communicate reliability, affordability, and sustainability in a visually unified way across multiple media and platforms.
Ad Campaign Components: Billboards Ads | Airport Ads | Social media | Web Banners | Magazine | T-shirt | Direct Mail Postcards | Video
- Color Palatte:
1.Billboards
2. Airport Ads
3. Social Media - Instagram
4. Web banners
3. Instagram
5. Magazine
6. T-shirt
7. Direct Mail Postcards
5. Direct Mail Postcards
8. Video
Developed a cohesive visual campaign titled “Take a Smart Way” that promotes MBTA as the smarter, greener, and more enjoyable travel choice for Greater Boston.
Designed an integrated system across billboards, airport ads, web banners, Instagram ads, magazine layouts, direct mail postcard, merchandise, and video ensuring consistent messaging and brand identity.
Utilized four main color modes including the brand’s color to represent the organization’s identity and the four major MBTA transportation services: subway, bus, commuter rail, and ferry, visually linking each design to its respective service while maintaining harmony across all media.
Combined clean typography with dynamic photography showing real riders, emphasizing diversity, convenience, and positive emotion in everyday commuting.
Integrated both environmental and lifestyle messages, highlighting reduced emissions, savings, and comfort reinforcing that choosing public transit is both responsible and rewarding.
The final campaign successfully reframes public transportation as not just a necessity, but as a smart choice one that connects communities and contributes to a more sustainable Boston.