Reimagining Regional Transit Through Storytelling
Beyond the Bus: Elevating CDTA’s Brand Through Regional Narrative
CDTA and Overit have a longstanding partnership focused on elevating the transit authority’s brand beyond bus schedules and routes—positioning CDTA as a modern mobility provider connecting communities across the Capital Region. Each year, the teams collaborate on a creative brand refresh to keep the messaging and visual identity engaging and relevant. For this campaign, the challenge was to develop a bold new concept that could showcase the full regional footprint of CDTA’s services while standing out in a crowded visual landscape.
"It's Your Story": A Pop-Up Book Concept That Brings the Region to Life
Rather than rely on traditional live-action production, the team proposed a whimsical and unexpected direction: a pop-up book brought to life through animation. Each “page” would feature a different county in CDTA’s network—represented through iconic local landmarks, illustrated CDTA mobility modes, and regional character. The visual aesthetic leaned into a 2.5D style—flat, paper-textured artwork animated with dimensional movement to mimic the tactile charm of a physical pop-up book. The concept was anchored by the campaign message: “We’re here to get you there.”
Custom Illustration, Layered Animation & Targeted Outdoor Rollout
Overit worked closely with CDTA to identify regional landmarks, transportation assets, and visual themes that best represented each area served by the authority. The creative team illustrated a full set of custom assets, including buildings, vehicles, and scenery, which were then digitally layered and animated using Blender and After Effects to achieve the 2.5D pop-up effect. Once the animation was complete, the campaign was extended into static formats for a full outdoor rollout. Posters were placed in bus shelters across the region, each tailored with a county-specific New York State graphic highlighting that service area. Digital billboards, including prominent placements outside the Times Union Center, featured lightly animated versions of the concept to bring the brand to life in high-traffic public spaces. Every element was unified by consistent design, typography, and messaging, ensuring brand cohesion across all channels.
A Regionally Resonant Campaign with Lasting Visual Impact
The CDTA “It’s Your Story” campaign offered a vibrant, imaginative refresh of the brand’s visual presence, resonating with riders and community members alike. By highlighting individual counties and tailoring visuals to each region, the campaign reinforced CDTA’s commitment to localized service and accessibility. The pop-up aesthetic captured attention and provided a memorable, storybook-like narrative that illustrated how CDTA connects people and places throughout the Capital Region. The creative flexibility of the assets allowed the campaign to be deployed across a wide range of media, from animated video to static out-of-home, strengthening brand consistency and message clarity. Ultimately, the campaign delivered on its promise—to tell a visually rich, community-focused story that reinforced CDTA’s role in helping people get where they need to go.