— CLIENT
Capitol Corridor
— ROLE
Art Direction
Brand Messaging
Graphic Design
Web Design
Collateral
Social Media
Video
Radio
Script writing
Copywriting
— TOOLS
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Premiere Pro
Keynote
— DATE
2017-2021
The Challenge
Capitol Corridor is a high-speed, inter-city Amtrak train network serving commuters and recreational riders from the Sacramento Valley to San Jose, providing rider-friendly, convenient and affordable transportation. Capitol Corridor needed a multi-year media campaign that could keep the train line visible and top of mind for Bay Area riders across a crowded, competitive transit landscape. The audience was broad — essentially everyone in the region — but moms were the primary target.
The Approach
I pitched a set of cute, customized cartoon characters built around the tagline "Every ride has a story," centering the message on something moms in particular would connect with: riding the train means making memories with family and friends, without the stress of driving, traffic, or parking. Starting from stock illustrations, I customized the characters to fit a Bay Area aesthetic and carried them across print, broadcast, internet, and out-of-home media, plus branded merchandise, including a redesign of Capitol Corridor's mascot, Cappy, who ended up on a pair of socks, stickers, and enamel pins.
Beyond the core campaign, I also designed a microsite for a contest I developed with the Capitol Corridor team, where riders submitted their favorite train memories; the top three winners received train tickets and a weekend hotel stay. I also created logos for several of Capitol Corridor's initiatives, including Stride On Board (their student benefits program), Capitol Corridor Rewards (for frequent riders), and their 30th Anniversary campaign in 2021 — each distinct to its program while staying tied to the brand through consistent use of Gotham in the logotype.
The Result
The 2019 media campaign delivered a 55% increase in online revenue, a 15% increase in overall website traffic, and 45.7 million delivered impressions. The storytelling contest also gave Capitol Corridor a direct, low-cost way to build brand awareness and get riders talking about the benefits of rail travel.
Having spent years working with Alisa, I can sincerely affirm that she has a wonderful, creative talent. Time and time again, I’ve been delighted by the various graphics, animated visuals, and advertising campaign creative that Alisa has been able to deliver — the final products are always distinct, full of personality, and leave a lasting impression. She is an absolute joy to work with and I appreciate that she understands how to navigate challenging timelines with ease.
Marques Cook, Marketing & Relationships
CAPITOL CORRIDOR
