Ask Compass Activation

With the launch of Compass, a new smart card fare system, there were many questions. This campaign was intended to capture the audience’s attention and spark their imagination. The new fare system was costly and disruptive but it would deliver great benefits as well. The call to action pushed users to Ask Compass, a smart FAQ initiative.

AdvertisingArt DirectionPrint Design
2014
The first concept used a flat illustration style to portray quirky, blue-sky scenerios positioned as crowdsourced questions. 
The second concept was more graphic, using the compass logo to illustrate bizzare user questions.
The third concept was more straightforward using elements from the Ask Compass user interface to frame the questions.  
A fourth concept also used the logo, but simply rendered a questionmark in the negative space.

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