Problem

The Second Avenue Subway was one of New York City's most anticipated infrastructure projects, but after decades of delays, simply announcing its opening wasn't enough. The challenge was to create excitement around a new line while helping New Yorkers instantly understand how it fit into the transit system they use every day.

Solution

We built the campaign around one of the most recognizable symbols in New York—the subway route bullet. By turning the colored circles and letterforms into a bold graphic language, we created a campaign that felt unmistakably MTA while remaining modern and playful. The system extended across train wraps, station environments, outdoor advertising, and commemorative merchandise, making the launch feel like a citywide event.

To deepen engagement, we partnered with Kate Spade New York to create a limited-edition wallet inspired by the new Q Line, giving commuters a stylish everyday reminder of the historic expansion. We also designed a sculptural station seating installation that echoed the iconic subway route circles, transforming a functional waiting area into a memorable photo opportunity and neighborhood landmark.

The result was a cohesive campaign that celebrated a once-in-a-generation transit milestone while speaking in a visual language every New Yorker already knew by heart.

Company: Pulsar Advertising
Client: New York MTA

+

Featured in The New York Times