DESIGNER

Ben Gripman

PROFILE/DESCRIPTION

Background

I’m creating a series of ads for SFMTA - the San Francisco Municipal Transportation Agency. They operate all Muni busses, LRVs, historic streetcars, and cable cars. The goal of the company is to provide quality transportation within the city and county of San Francisco. Their company culture is progressive with a focus on providing safe transportation to everyone. Their target demographic is very large because San Francisco is a very diverse city.

Focus Demographic 

The zip code I’m focusing on is 94117, which encompasses Haight-Ashbury, Cole Valley and the Panhandle in San Francisco. The largest demographics here are generally midscale, younger, and without kids. The group I’ll be targeting are Connected Bohemians, who are very prominent in San Francisco.

Brand Attributes

Advantages:

• Widely connected
• Affordable
• Many options for getting to your destination

Attributes:

• Safe
• Efficient
• Clean
• On-time
• Fast

Experience:

• Rail transit
• Bus transit
• Work with SF City Govt.

Goal

The goal of this project is to get people to use SFMTA services. The ads should get them interested in public transportation and make them consider it as a mode of transportation.