Bike Month 2023
About the Project
Create campaign key art to attract potential student applicants. The key art was created as a design system to allow for modular usage across print and digital assets.
Company/Client:
UCLA Transportation
My Contributions:
• Art direction
• Design research
• Campaign photography
• Digital and print design
• Videography and editing
Team:
• Creative direction & production design: Lance Patacsil
• Copywriting & Marketing: Michael Sommers
• Communications Strategy: Jennifer Friedman
Typography as voice
The campaign's title treatment incorporated Artegra Sans, an expanded san serif typeface reminiscent of bicycle brand logos, such as Huffy or Trek.
Campaign Photography
Real UCLA bicyclists were selected to represent the different benefits of biking. Photographs were captured with a high frame rate to freeze motion, and a small aperture was used to capture clarity of the campus background.
Design Systems
Various components and layouts were created early on in the design phase of the campaign to increase efficiency during production.
Campaign Key Art
Photograph by Heidi Sung
Photograph by Heidi Sung
