MASSHIRE CAREER CENTER AD CAMPAIGN
Client: MassHire Boston ABCD Career Center
Role: Lead Designer | Project Timeline: October 2024 – June 2025
This integrated advertising campaign was created to support the relocation of MassHire Boston’s Career Center to Roxbury, MA, while boosting public awareness of its free career development services. The campaign rolled out in two phases: an organic teaser launch followed by a targeted paid media push.
Design Contributions
As lead designer, I developed a full suite of branded advertising materials, including:
Social Media Graphics – A full set of visuals for Phase One of the campaign, designed for cross-platform use on Facebook, Instagram, and X (formerly Twitter), optimized for each platform’s specs and engagement style.
MBTA Transit Cards – Interior ads for subway cars and buses designed to capture attention and promote services across high-traffic commuter routes.
Geofenced Mobile Banner Ads – Location-based digital display ads placed on the MBTA website, targeting users near transit hubs and linking directly to MassHireBostonABCD.com.
Large-Scale Posters – Adapted versions of the train card ads, redesigned for street-level visibility in high-foot-traffic areas.
Each piece was built around clear messaging, bold visuals, and a consistent design language that aligned with MassHire’s brand while emphasizing accessibility, empowerment, and opportunity.
Impact
The transit campaign, executed in partnership with Outfront Media, will run for 11 weeks across key MBTA bus and subway lines, reaching a wide and diverse urban audience. The geofenced mobile ads extended this reach digitally, connecting riders directly with career resources and increasing site engagement.
Through thoughtful design and strategic media placement, the campaign elevated MassHire’s presence in Boston and reinforced its role as a trusted hub for workforce development and community support.