This was my college capstone where we had to take a concept, issue, or idea and create a design solution for it. I had to research three lenses that I felt were important to my issue, create a brand around it, and then deliver outcomes for it. My brand was All Aboard! and it aims to convince 20-30-year-old Americans to ride Amtrak’s long-distance trains. The three lenses I chose were environmentalism, convince, and romanticism. After I was done with my research, I used all my skills of research and design to bring me to my final outcome of 3 posters and a postcard.
Posters
I chose 3 Amtrak routes to represent on these posters, the Coast Straight at Klamath Falls, the Southwest Chief in the Grand Canyon, and the California Zephyr along the Rocky Mountains. These locations aim to capture the romanticism that you would feel while taking the train. I chose to recreate these scenes and the train with organic and vibrantly colored shapes to capture the beauty of Amtrak long-distance trains. I've chosen a vectorized style that feels modern but calls back to old train posters of the 1950s and '60s. As for the logo, I made it look like a conductor was shouting the phrase "All Aboard" and treated the type to make it echo out. I also included a QR code that would take the user to the route on Amtrak's website so it would connect with a younger audience.
Postcard
I created a postcard that could act as a collectible and more personal way to interact with the posters. The back of the postcard gives more information about the railway itself and has a QR code so people can still learn about the routes.
