The Transurban Express Lanes are toll roads drivers in the DC and Virginia area can take to get where they need to go faster. People aren’t always happy to have to pay for an easier commute, so their website and campaigns needed to position the company in a positive light and communicate how pay lanes are easy to use and why they’re worth the cost.
Building on their brightly colored and illustrative brand elements, we created a simple and user-friendly website to help customers quickly find the information they’re looking for while providing an engaging and optimistic environment to navigate through. The advertising campaigns maintained a similar visual tone and message.
Ad Campaign (Print, Digital, Out-of-home, Radio)
UX/UI
Website
Development
Creative Direction: Self
Art Direction: Self
Copywriting: Amanda McCarthy + Danielle Moore
Website Design: Self + Ashe Abbott
Front-End Development: Ashe Abbott
Campaign Design: Self + Gretchen Cobaugh + Cecile Jordan + Joey Vivacqua + Annie Wise
"This project brought our refreshed brand look and feel to life, introducing a more modern, simple brand to our customers and greater Washington area drivers."
The Transurban Express Lanes are toll roads drivers in the DC and Virginia area can take to get where they need to go faster. This campaign was letting those drivers know the Fredericksburg lane extension was going to be opening and encouraged them to use it to make their commute futuristically fast!
Digital Display Ads
Organic & Paid Social Ads
Radio Spots
Print Ads
Creative Direction: Self
Art Direction: Self
Copywriting: Tom Fitzjerrells
Design: Self + Michael Medlin + Amber Lai + Sierra Bass
This relatable, punchy campaign direction focused on the idea of a summer checklist. It encouraged drivers to turn “on” their summer mode and their EZ-Pass HOV button to ride the Express Lanes for free. The campaign’s tone was a playful rallying cry to fill empty seats with at least two other passengers on the way to their next summer activity.
Digital Display Ads
Creative Direction: Self
Art Direction: Self
Copywriting: Self + Amanda McCarthy
Design: Self + Gretchen Cobaugh + Eliza Eliza Rownaghi
