URBN DSGN
This term project was developed for Visual Design for Strategic Communication at American University. The goal was to demonstrate foundational mastery of Adobe Creative Cloud by creating a custom design campaign.
I chose to merge elements of my double major by inventing a fictitious nonprofit, developing its mission and brand identity and producing a campaign the nonprofit might create for a real-world client—in this case, Miami-Dade County. Rooted in my interest in urban design, the campaign was built to spark civic engagement and encourage Miami residents to advocate for better public transportation.
Every visual element in this campaign was designed by me using Adobe Illustrator, InDesign, Photoshop, Spark, and more.
Posters
Two print and digital posters were created to generate curiosity and spark interest in the project across the greater Miami area.
"The future in motion"
This teaser poster introduces the upcoming Miami project, drawing inspiration from the city’s 1930s Art Deco style. It features geometric shapes, bold lines, zigzags, thick typography and spacious layout.
The color palette evokes Miami’s iconic tones, layered over a real sunset photograph. Brief copy positions the campaign as a champion for residents, using the modern and playful Sunflora font. URBN DSGN’s logo appears at the bottom as a formal introduction.
"For Miami, By Miami"
This second poster launches alongside the official unveiling of the metro expansion—growing from two to eight lines. It introduces the color and naming system and includes a graphic illustration of a future metro car.
The background features another Miami sunset, tying the design back to the city’s natural beauty. Line colors are split by theme: A–D represent land; E–H reflect the sky—a visual homage to Miami’s unique landscape.
Brochure
The tri-fold brochure is the most content-rich element of the campaign. It delivers key information about the project’s goals, timeline, and impact, while using design to build excitement around the initiative’s look, feel, and civic purpose.
Brochure Details
Outside Panels:
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Right (Front Panel): Features a multi-color fold line symbolizing the new metro routes, paired with the message: “designed by the people, for the people.”
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Middle-Left: Displays a mock redesign of the Miami Metro Pass and includes a digital CTA linking residents to URBN DSGN.
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Left (Back Panel): Highlights a map of expanded travel points across Miami-Dade with copy outlining resident benefits.
Inside Panels:
Designed as a continuous, triptych-style layout:
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Left: Snapshot of the proposed metro expansion.
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Middle & Right: Line-naming system, metro rail car mockup, and supporting copy explaining the project’s purpose, design system, and how to get involved.
