→ In Transit /Callen-Lorde + MTA

In Transit

/Callen-Lorde + MTA

Transgender people are under attack from the right-wing, anti-woke movement, facing anti-trans legislation, higher rates of suicide, physical violence, and media misrepresentation. Visibility is the most effective tool for change. Studies show that knowing a transgender person nearly doubles the rate of acceptance. Positive representation in public spaces validates transgender identities and fosters a sense of belonging.

Turns out, we knew someone all along.

Design and Visual Identity

All the campaign elements and visual identity were meticulously crafted to merge the Trans community flag with the classic NYC Subway visual identity system.
So I took the world famous 1970 design from Massimo Vignelli for a ride :)