About This Project

Client: Apple

Overview: Digital ads shown on Apple’s main social media profiles highlighted the convenience and security benefits of using contactless payment options for public transportation fares. Apple brought to attention a safe and new way to purchase public transport fares within the New York City transmit system (MTA).  Through the Wallet app, anyone is able to to scan and purchase through the NYC transmit system via their phone.

My role: As a designer tasked with maintaining the visual experience of Apple’s brand, my goal was to create a cohesive and impactful design strategy that would resonate with public transportation users.

Problem: Trying to put out the message about the urgency of safety during the COVID-19 pandemic posed challenges such as appealing to engage a diverse audience across age groups to use the “tap” payment instead of using the fare machines.

Outcome: Tailored digital ads across age groups led to a significant increase in contactless payments, demonstrating the effectiveness of targeted messaging in promoting safer and more convenient public transportation experiences.