Evoking nostalgia for Americana, this illustration-forward advertising campaign aims to encourage potential travelers to take the scenic route via rail and make the journey part of their destination.
Ipad Pro & Apple Pencil
Research into Amtrak and the travel industry in general quickly revealed that their largest competitor for this target audience is airlines. I chose to play off of the differences between train and air travel for this campaign – if you fly over you’ll miss out, but with Amtrak you can see it all.
To best show off this concept I turned to illustrations which I felt would stand out against photography-heavy airline advertising and would allow for more freedom to explore the “See it All” campaign.
I chose a mid-century atomic design style to evoke nostalgia for a slower time when road trips and land travel were more common to increase the appeal of the campaign further.
For the illustrations themselves I started by sketching out a variety of elements and built up a design library of line drawings that I then scanned into Photoshop and painted with Kyle’s gouache brushes on a Wacom tablet.
I developed a color palette that had a grayed out vintage tone with three primary colors and seven accent colors. These accent colors represent different regions of the country; certain elements are colored with particular accent colors depending on the location within the United States. In the advertising campaign the location-specific colors are not meant to be noticeable but this is important for collateral pieces that would be available on different routes or at specific stations.