DC DPR - REC FOR ALL

Initially commissioned to develop four Metrobus wraps, the project expanded after demonstrating scalable creative direction—leading to environmental graphics, transit displays, social templates, digital advertising, motion assets, and broadcast media.

The result was a cohesive citywide campaign system designed to increase awareness, accessibility, and participation across DPR recreational programs.

Challenge

The DC Department of Parks & Recreation needed a campaign that could communicate expanded recreational access across diverse communities while maintaining clarity across highly visible public environments.

The initial assignment focused on four Metrobus wraps, but the broader challenge quickly became developing a scalable visual language capable of extending across transit, digital, environmental, and broadcast channels—without losing consistency, recognition, or impact.

Creative Direction

Led the development of a modular campaign system designed for flexibility, consistency, and scale.

The visual framework centered around:

• Bold, high-visibility messaging

• Community-focused photography representing diverse residents

• Clear information hierarchy optimized for public readability

• Adaptable layouts for large- and small-format environments

• Cross-platform consistency across transit, digital, environmental, and motion touchpoints

Rather than approaching the work as isolated campaign pieces, the goal was to create a cohesive visual ecosystem capable of expanding seamlessly as campaign needs evolved.

Scope Expansion

What began as a transit assignment quickly evolved into a broader integrated campaign system.

Initial Scope

• 4 Metrobus Wraps

Expanded Deliverables

• Large-format environmental banners

• Pop-up event signage

• Transit station digital displays

• Social media templates

• Web display advertising

• Motion graphics and digital video content

• Television commercial assets

• Brand refinement for campaign consistency

Execution

Developed and deployed a fully integrated campaign system across multiple channels:

Transit & Environmental

• Metrobus wraps across active city routes

• Large-scale environmental graphics

• Pop-up banners and public-facing displays

• Transit station digital screens

Digital Campaign Assets

• Social media templates

• Responsive web banners and digital ads

• Mobile-first campaign content

Motion & Broadcast

• Short-form motion graphics for transit and digital placements

• Video content for campaign engagement

• A 30-second television commercial

Impact

Created a cohesive citywide campaign system deployed across transit, public spaces, digital platforms, and broadcast media throughout Washington, DC.

The expanded scope reinforced campaign visibility, improved message consistency, and demonstrated the value of scalable design systems capable of adapting across environments.

What began as a single transit assignment evolved into a unified public-facing campaign experience—meeting residents where they already were: in transit, online, in public spaces, and throughout the city.