“Transit Moves Florida” Creative Assets

About Project

Public transportation connects Floridians to opportunity, yet the story of how transit supports communities across the state had never been expressed through a unified creative identity. Florida Public Transportation Association (FPTA) developed the “Transit Connects Florida” creative platform to provide a cohesive visual and messaging system that could be deployed statewide while still resonating with local audiences.
The creative challenge was designing a visual language flexible enough to represent transit systems across Florida’s diverse communities, to diverse destinations.
The campaign’s defining design element is the “Transit Connects Florida to →” pathway motif, a directional arrow graphic that visually guides viewers from the word Transit toward a destination experience. This device appears consistently across campaign assets, symbolizing how transit moves people toward the moments that shape everyday life.
The resulting creative system combines a vibrant purple-to-magenta gradient palette, bold directional graphics, and dynamic photography to reinforce that idea. Script-style typography highlights destination words such as Health, Nature, Adventure, History, and Family, creating a distinctive visual rhythm that captures attention and reinforces the campaign’s central message.
The portfolio included high-impact billboards, bilingual social media graphics, digital and broadcast advertising, advocacy infographics, and printed outreach materials. Human-centered imagery — riders boarding vehicles, families traveling together, and recognizable Florida destinations — ensures that the campaign reflects the real experiences made possible through public transportation.
A centerpiece creative asset was a dedicated campaign website featuring a mobile-friendly “Find Your Ride” tool that allows users to search transit systems by county and connect directly with local providers. The site transforms Florida’s complex network of transit services into an intuitive digital experience that helps residents and visitors quickly locate available transportation options.
Together, these creative assets established a unified visual voice for public transportation in Florida that communicated a clear message: Transit connects Floridians to opportunity, community, and experience.