We Want Streetcar!
An outreach campaign to rally the vote.

Project Overview

When the city of Los Angeles committed to funding 50% of the Downtown LA Streetcar project, there was one condition: prove the people want it. The team was brought in to build measurable public support for a new tax — in an economically strained moment, for infrastructure most residents hadn't yet learned to want.

The challenge wasn't just design. It was orchestration. The team approached the campaign as a single cohesive system, every touchpoint considered in relation to the whole. A unified visual language — clean lines, bold color, typography that made dense civic and economic data feel human and approachable — ran across brochures, billboards, posters, door hangers, email campaigns, and infographics. The goal was clarity without oversimplification, and an aesthetic that split the difference between civic utility and genuine appeal.

Scope

Creative Direction
Copywriting
Graphic Design
Guerilla Marketing/Activations

Credits

Copywriting/StrategyChris Alves
Melodie PisciottiGraphic Design

Marketing

Materials alone wouldn't move a vote. The team identified early that Downtown residents were already invested in their neighborhood's growth — they needed the right tools and a reason to act. The campaign built a tiered ambassador structure: Streetcar Ambassadors equipped with distilled talking points, and Streetcar Conductors empowered to run grassroots awareness efforts within their own buildings. Supporters became organizers.

Events

Events extended the strategy into lived experience. Taste of Streetcar brought 1,100 residents through 25 restaurants along the proposed route, pairing an interactive tour with genuine education about the project — rewarding curiosity alongside the free food. A separate movie night at the newly unveiled Grand Park shifted the focus toward families, connecting the Streetcar's promise to a landmark already generating civic excitement across the city.Every element was designed to compound. Awareness fed community. Community fed turnout.

Results