The Challenge

The City of Coppell partnered with Lyft to provide a transportation solution that helped employees overcome first- and last-mile commuting challenges. To ensure adoption of the program, the city needed a campaign that would effectively communicate the benefit to both local employers and workers while increasing awareness and participation.

The Strategy

I collaborated with city stakeholders to define the campaign goals, target audience, and core messaging. From those insights, I developed the core idea: people work hard in life, and Lyft is the company that champions that pursuit by giving you a ride to your place of work. Thus, “Work Hard, Get a Lyft” becomes an expression of encouragement and personal empowerment.  I then developed the logo and visual direction for the campaign, positioning the program as a convenient and accessible transportation resource for the local workforce.  The marketing materials included posters, direct mail, brochures, and advertising.

The Results

The campaign provided the City of Coppell with a cohesive communications platform to promote its partnership with Lyft and increase awareness of the commuter benefit program. Through clear messaging and integrated creative execution, the campaign helped communicate the value of the service to employers and employees, supporting workforce mobility and access to local jobs.

Role: Creative Direction, Art Direction, and Design