Designed a TTC subway poster campaign (Oct 2024–Jan 2025), translating marketing requests into visuals with QR integration. The campaign reached over 150M passenger impressions and generated an estimated 5K–10K QR scans, helping expand our startup’s user base beyond its initial 40K.
Client
VirgoCX Inc
DELIVERABLES
Campaign Key Visual
Year
2024
Role
Transfer Marketing Requests into Design
Challenge
The campaign required five TTC poster concepts to be developed within only three days, leaving very little time for exploration and refinement. At the same time, each poster needed to communicate a different marketing message while still feeling like part of one cohesive campaign.
Another challenge was the audience. Unlike digital campaigns targeting existing crypto users, TTC advertising reaches a much broader public including people who may find cryptocurrency complicated, intimidating, or untrustworthy. The visuals therefore needed to capture attention quickly without relying too heavily on conventional crypto imagery.
Strategy
To work efficiently within the tight timeline, I first translated Marketing’s scripts into quick visual directions, focusing on hierarchy, message clarity, and a repeatable campaign structure before refining individual posters.
Rather than designing five completely different layouts, I developed a consistent visual system using the same character, typography, color palette, and overall composition. This allowed feedback and design decisions from one poster to be quickly applied across the entire series.
For the creative direction, I used a Shiba character as the central visual device. Shiba imagery is recognizable within crypto culture, while its friendly and playful personality makes the campaign feel less technical and more approachable to a general audience.
Solution
Bold headlines, clean layouts, and the character “Shiba” ensure that each poster stands out immediately in the fast-paced subway environment. The QR code allows interested individuals to quickly scan it and sign up as users.
