The MTA, North America’s most vital transit system and New York City’s lifeline, saw ridership drop by 90% across trains, subways, and buses during the COVID-19 pandemic. The crisis magnified challenges around health, safety, and maintenance, leaving many New Yorkers to no longer view the system as a reliable choice for daily travel.
To restore trust and reconnect with its mission, we rebranded the MTA to move beyond a purely transactional service and instead create a more personal, human-centered experience for every New Yorker. As lead designer, I designed the MTA MyWay mobile app and crafted motion graphics for the campaign identity, reimagining how the MTA communicates value and builds loyalty with its riders.