I (heart) Rail Trail

The Rail Trail is a walkable path alongside the Light Rail train. It stretches from lower South End through the heart of Uptown and is a valuable asset to the neighborhoods as it allows a safe place to run, walk dogs, or ride bikes with the family. The I (heart) Rail Trail activation is a series of events designed to engage, support, and liven the communities surrounding the Rail Trail – the biggest event being I (heart) Rail Trail: Lights. The goal was to capture the fun and energetic vibe of this event to get high turnout to help boost foot-traffic by the local businesses and to support the amazing local artists who did all of the light installations. Using neon light illustrations, light-up on-site signage, and playful colloquial language, we successfully communicated to our audience that this is the instagram-worthy, social-distancing-friendly, laid-back, eye candy event that they’ve been waiting for.