Art Direction for SFMTA and APEC 2023
Ramoo Rojas
Photograph captured by Beth LeBarge for KQED article From Street Closures to Security Checks, What To Know About SF APEC 2023
I directed a team of 10 as we worked on graphics informing MUNI transit riders of route changes due to APEC 2023 held in November of that year.
Concepts in production phase 1 using existing SFMTA concepts, moodboards compiling street scenes around Clement Street taken just before production, apparel ads, and campaigns from municipal transit authorities in the United States (including SFMTA)
In weekly sprints, we made 100+ assets including illustrations and photos. To vet each concept, I co-developed a feedback delivery workflow system where designers of all levels posted sticky notes in Miro saying what made each concept work, and what needed iteration or further clarification.
Feedback after concept retool by myself and Ash, Ash's version of our retooled concept before internal vetting during production phase 3
My design, based on a concept by myself and co-design lead Aishwarya ‘Ash’ Kulkarni was selected by SFMTA for use on OOH ClearChannel billboards, which I then animated for SFMTA socials in After Effects. The billboard was featured in KQED.
Animated version of the graphic used on SFMTA social media reels
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Posted Nov 19, 2024
This project began in August and was completed in November of 2023 as a part of SFMTA's visual communication strategy for APEC 2023.
