Led creative strategy, art direction, and design for Ride On VIA, an evergreen campaign built to strengthen VIA Metropolitan Transit’s brand and encourage ridership across its family of services.

The campaign centered on a simple idea: everyone has a reason to ride. From daily commutes to time with family and connections across San Antonio, Ride On VIA connected public transportation to the freedom, independence, and opportunities it makes possible. The messaging brought VIA’s bus, VIA Link, and VIAtrans services together under one accessible, recognizable invitation.

Working with the talkStrategy team, I guided concept development, visual storytelling, and campaign execution, connecting strategy with design and production. The creative approach established a consistent foundation for ongoing communications while allowing individual services, audiences, and seasonal campaigns to tell their own stories.