Transgender people are under attack from the right-wing, anti-woke movement, facing anti-trans legislation, higher rates of suicide, physical violence, and media misrepresentation. Visibility is the most effective tool for change. Studies show that knowing a transgender person nearly doubles the rate of acceptance. Positive representation in public spaces validates transgender identities and fosters a sense of belonging.

Turns out, we knew someone all along.

Cannes Lions   /2xGOLD   /4xShortlists
D&AD   /1xYELLOW   /4xSILVER   /3xWOOD   /2xShortlists
One Show    /1xSILVER   /1xBRONZE   /7xMerit
CLIO   /3xGRAND   /10xGOLD   /4xSILVER   /2xBRONZE
Andy's   /2xGOLD
LIA   /1xGRAND   /1xGOLD   /2xBRONZE
Clube de Criação   /1xGOLD

Design and Visual Identity

All the campaign elements and visual identity were meticulously crafted to merge the Trans community flag with the classic NYC Subway visual identity system.
So I took the world famous 1970 design from Massimo Vignelli for a ride :)