BACK TO DECODED STORIES
MCDOT Flash BRT
The Problem
Civic messaging fails when it feels complicated or imposed and transit changes are easy to tune out when they don't feel personal.
What We Saw
People engage when the message answers two questions fast: what changes for me, and what do I do next. Everything else is noise.
How We Moved
Clarity-first creative built for fast comprehension, distributed across trusted placements with enough repetition to build awareness and drive action.
What We Built
IG ads · print reinforcement · cross-format adaptations.
The Numbers
Reach
363,251
Impressions
864,477
Clicks
4,439
ARCHETYPES
Street Cables
Adj. Connected
Finding networks and community touch points.
ARTIFACTS
Mortar
Adj. Transformative
Taking raw materials and physically transforming them through skill.
ACTIVATIONS
Hammock
Adj. Resilient
Sustainable, flexible presence.