Meredith Godwin-Kresge | Award-Winning Art Director & Strategic Designer | Cleveland

Metrolink: Student Adventure Pass

THE CHALLENGE

Metrolink, Southern California's regional rail system, needed to promote their Student Pass program offering free rides to eligible students. Our team developed a bespoke campaign highlighting participating colleges along their six train lines and Southern California landscapes, working within limited available assets. The creative solution effectively connected campuses to commuter options while exceeding client expectations.

THE SCOPE

Visual Identity
Campaign
Print & Digital Assets
Art Direction

THE PROCESS

The challenge was unique: create a cohesive campaign using visually mismatched assets from train lines, regional areas, and partner schools. Everything needed to feel like part of the same program, despite the varied source materials.

The solution? A scrapbook aesthetic. By incorporating torn paper edges throughout the campaign, we transformed disconnected visuals into a unified system and hit forecasted trends. This approach allowed us to embrace the variety in our stock photography and school assets while maintaining a consistent brand feel.

Results

Reported from Metrolink

Earned Media

40 mentions
45,481,437 reached audience
$1,708,518 ad value equivalency

Website

+167% in users and views compared to the previous period.

Email

High open (46.57%)
High click-through rates (5.36%)

Social Media

Instagram led in engagements Facebook led in impressions

Response

Positive engagement spikes on Reddit

School Partnerships

Exceeded the goal of partner schools

Customer Feedback

Positive overall sentiment with notable praises for the program's impact on student commutes

On-Campus Events

Successful engagement with 1,112 signups and 11,254 impressions

AGENCY: Clever Creative
ROLE: Art Director / Lead Designer
Select imagery courtesy of Metrolink