The campaign merged visual elements from the Miami Host Committee’s branding with the existing “Drive Less. Live More.” transit campaign to create a cohesive, energetic system tailored to the diverse World Cup audience. Deliverables included DOOH, print ads, web banners, social media graphics, and motion assets. Campaign assets were created in English, Spanish, and Creole to ensure the messaging was accessible and relevant to Miami-Dade’s diverse audiences.
The “Drive Less. Live More.” transit campaign was built around Miami-Dade Transit’s “M” identifier mark, using it as the central visual device throughout the campaign. This same design approach is adapted into the World Cup transit mobility campaign, creating a cohesive connection between Miami-Dade Transit and major public-facing initiatives.
Designed as a year-long campaign series, “Drive Less. Live More.” promotes Miami-Dade Transit through monthly themes tied to seasonal moments and local events. I developed this campaign in 2025 refreshing the long-standing tagline with playful, theme-driven messaging, including New Year’s resolutions in January, Valentine’s Day date nights in February, Ultra Music Festival in March, spring activities at The Underline in April, and Mother’s Day moments in May.
By reimagining the “M” mark as a flexible graphic element, the campaign has given Miami-Dade Transit a fresh, recognizable visual system across digital, print, social, and out-of-home applications.