03 — Social campaign / Research / Poster design

Let’s Bike

A Boston social campaign exploring the personal and community benefits of choosing to bike.

Boston, MAFall 2025

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01 / From problem to themes

A car-first culture framed the problem. Biking became the angle.

I started with streets that give cars more space than other ways of moving. Research helped frame biking as an everyday alternative, then surfaced four benefits to build the campaign around:

01 / Body 100 min / week

Associated with a 17% lower mortality risk.

Logan et al., 2023

02 / Community 84% lower

Lower travel-related CO₂ emissions among cyclists than non-cyclists.

Brand et al., 2021

03 / Cost 6× the cost

Traveling 100 km by car costs about six times more than by bike.

Yanocha & Mawdsley, 2022

04 / Mind Less stress

Cycling is linked to lower perceived stress and higher quality of life.

Logan et al., 2023

Open sketchbook showing early research notes, poster concepts, and visual directions for the Let’s Bike campaign. — From research notes to campaign directions

02 / The poster series

Four benefits.One shared campaign voice.

A distinct color and icon mark each theme; the recurring human silhouette holds the series together.

Red Let’s Bike health poster with a heart and the message to take care of your body. — 01 / Physical health

Pink physical health fact poster: 15 minutes of biking a day is associated with a 17 percent lower risk of death. — 01 / Physical health

Yellow Let’s Bike community poster with a community silhouette and the message to take care of your community. — 02 / Community + environment

Cream and yellow community fact poster about cleaner air, less noise, and a brighter future. — 02 / Community + environment

Green Let’s Bike cost poster with a wallet illustration and the message to take care of your wallet. — 03 / Cost

Pale green cost fact poster stating that driving costs six times more than biking per mile. — 03 / Cost

Teal Let’s Bike mental wellbeing poster with a brain illustration and the message to take care of your mind. — 04 / Mental wellbeing

Light blue mental wellbeing fact poster about less stress, increased brain power, and quality of life. — 04 / Mental wellbeing

Four illustrated Let’s Bike posters installed beneath leafy trees beside parked bicycles. — In the street / campaign posters + fact-led series

Four fact-led Let’s Bike posters installed beneath leafy trees beside parked bicycles. — In the street / campaign posters + fact-led series

03 / From page to place

The campaign moves beyond the poster.

Selected booklet pages bring its voice, visual system, and imagined street presence together.

Booklet spread using a cycling story and repeating bicycle-wheel pattern to establish the Let’s Bike campaign voice. — Campaign voice / a familiar trip, reconsidered

Let’s Bike booklet spread explaining the campaign angle beside four colored bicycle-lane illustrations. — Angle / making biking an everyday choice

Let’s Bike booklet spread describing its young-adult audience and Boston launch location, framed by city illustrations. — Audience + location / rooted in Boston

Let’s Bike booklet spread introducing the campaign’s posters, parking initiative, and social media. — Campaign / posters, parking + social media

Let’s Bike booklet spread showing the typefaces, color palette, and repeated helmet illustrations. — Type + color / one voice across four themes

04 / Spatial concept

Extending the campaign into public space.

I explored how the campaign could extend into public space through a bike-rack concept and potential Boston parking locations.

Booklet spread mapping potential bike-rack locations in Boston and showing the heart-shaped rack concept. — Parking made easy / Boston locations + rack concept

A small beginning

A small shift in how people move can change how a city feels. Let’s Bike makes the benefits of cycling visible, one trip and one choice at a time.

Research · social campaign · poster system · editorial design