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Client: Amtrak Auto Train
Role: Art Director
Deliverables:3 Digital Outdoor Billboards (6” × 17”, Landscape)
Vector-based logo usage
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Travelers are forced to compromise between speed, cost, comfort, and convenience when traveling long distances. Existing options rarely deliver all four.
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Position Amtrak Auto Train as the smart alternative, a stress-free way to travel long distance without sacrificing comfort or mobility at the destination.
Software used
This project is a marketing campaign created for Amtrak’s Auto Train, focusing on billboard and digital advertising concepts.
The campaign highlights the convenience of traveling with both passengers and their vehicles, eliminating the hassle of long drives or rental shortages.
Design Approach
The designs were developed to capture attention quickly in high-traffic areas while reinforcing Amtrak’s unique service offering. In addition to billboards, the campaign includes mockups for social media posts, showing how the concept can extend across multiple platforms for cohesive brand communication. The goal was to present Amtrak Auto Train as the stress-free, reliable alternative for travelers who want to bring their cars with them and arrive ready to explore.
Version 1
Feedback: Some people found the car-in-airplane idea confusing, while others liked the irony.
The Amtrak Auto Train logo should be larger and highlight “Auto Train” more clearly.
Version 2
Feedback: The two new versions were well-received for clearly delivering the concept and message.
The car-in-airplane idea drew criticism for being unclear, so I decided to drop it and move forward with the other four ideas.
Final Version
Social Media Version
I adjusted one of the billboard designs to fit the digital marketing campaign on Facebook, where my target users are active, and created mockups to showcase the idea more effectively.