THE HOP
Overview
This project was done for my Advertisement design class. We had to create a campaign to help promote the Milwaukee Hop. Which is a newly created streetcar that runs through downtown milwaukee. It is relatively underutilized so it needs some promotion. I took a lot of inspiration for Milwaukee’s deepseeded roots in a streetcar systems. Milwaukee installed a street car system in the late 18 hundreds which is early compared to a lot of cities. The streetcar system was around until 1958. A lot of the reason people visit milwaukee is because it is an older city. So I felt that pulling from tradition would be an effective way to encourrage tourists to ride even if it is just for the novelty.
My target demographic was “urbanistas” which is a group of people that love living in cities and visiting cities. I wanted to connect the streetcar to a part of the “city experience” in milaukee to promote ridership as an activity instead of as a chore. Because frankly the buses here are much more practical for 90% of people.
PRINT ADS
For my print advertisements I wanted them to feel old and handmade. I used several handrendered fonts that I felt had the right boldness and variable. I used the color from the people’s flag of Milwaukee, as well as the current colors that the Hop uses.
I drew the illustration on the first poster to show the tradition of streetcars.
I drew the illustration on the first poster to show the tradition of streetcars.
App Logo
I made a simple app logo for a companion app that went along with the campaign. I used my typographical choices from the poster as well as pulling elements from the hop logo.
For my guerilla marketing part of the campaign I thought it would be perfect to wrap half of the hop to look like an old fashioned streetcar. Anything covering the window would be window perforated vinyl or the wrap would be everywhere but the windows.