Bronx Leadership and Organizing Coalition, 2025
Creative Director: Beatriz Lozano
Designer: Michelle Castellanos
Designer: Emily Li
Conceptualized, developed, and produced a traditional and digital poster ad and bus shelter campaign for the Bronx Leadership and Organizing Coalition, advocating for youth fighting against the cradle-to-prison pipeline with The Bronx Defenders.
We first conducted strategic research on the issues that matter most to the Bronx. The campaign’s copy line was quoted directly from BLOC’s anthology of writings from youth affected by the cradle-to-prison-pipeline in the Bronx, The Bronx Writes Back. The anthology inspired the handwritten type and custom illustrations, drawn by Michelle, pairing with the texture of BLOC’s logomark.
While we first imagined this campaign as a digital one, we quickly realised that there are no digital bus shelters in the Bronx. Inequalities built into the fabric of New York City’s infrastructure shaped the way this project moved, and so print posters were designed with the spirit of the original motion in mind. The static composition needed to be dynamic, working between two different posters with interconnected elements to bring the same sense of fluidity to the campaign.
Despite the difficulties, we decided to equip the static composition with AR-powered image recognition that could enable neighbors in the Bronx to use their phone camera to activate our animation.
The AR elements also scaled across additional print collateral we created for the campaign, including palm cards and flyers that were printed and distributed to neighbours across the borough during canvassing sprints.