“Opposites,” the previous campaign for the Los Angeles County Metropolitan Transportation Authority presented simple iconic word pairings set in a stark, black-and-white palette. The goal of this campaign was to extend the concept with simple visuals and to add color and positive messaging. Created by Metro Design Studio, L.A. Metro’s in-house communications group, the new campaign pairs icons from an in-house library with three-word “haikus” that make for a quick, and hopefully memorable, read. The format highlights the positives of “going metro” while it also takes jabs at the negatives of driving alone.
// From our friends at Communication Arts