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problem
The challenge across both projects was figuring out how to attract the right audience through design alone. For the Career Expo bus ad, the goal was reaching people in the Greater Victoria area and getting them interested in attending, all while starting from scratch with no set theme or direction. For the Y@H Expo, the challenge was creating a set of grand prize giveaway posters that would excite people enough to sign up and show up to the event, with each poster needing to represent a completely different company while still feeling cohesive and fun.
solution
For the Career Expo, the design focused on a relatable and motivating message aimed at people feeling lost or uncertain about their career path. A figure walking toward a bright light captured that sense of hope and new opportunity, while the Raleway font and bold green color palette kept everything cohesive with the existing branding. For the Y@H Expo posters, each one was tailored to reflect the personality of its company. The whale watching poster went bold and clean with a navy and yellow palette, the symphony poster took an abstract and artistic approach with shapes inspired by the cello, and the railway poster kept things simple and let the imagery do the talking.
Black Press Media hosts two community driven expos that aim to connect and support people at different stages of life. The Career and Education Expo is designed for individuals who are feeling lost or uncertain about their future, offering them a space to explore different career paths and educational opportunities all under one roof.
The Young at Heart Expo on the other hand is a seniors focused event that brings together resources, vendors, and experiences tailored specifically for the older community. Both expos share the same heart of bringing people together and giving them something valuable to walk away with.
The updated bus stop ad campaign played a pivotal role in the Career and Education Expo's strongest turnout to date. Attendance more than doubled from the typical 300 to 400 attendees, reaching over 800 guests, a growth of roughly 100 to 167%. This also marked the first time the Career and Education Expo surpassed the Young at Heart Seniors Expo in attendance, drawing 33% more visitors compared to the Seniors Expo's 600 attendees. Both milestones reflected a significant shift in visibility and community reach, driven by a refreshed visual direction.
For the Young at Heart Seniors Expo, the poster series earned recognition from both the client and internal leadership, with the designs winning grand prizes at the event.
year
2026
timeframe
16 days
tools
Indesign & Photoshop
category
Marketing/Advertisement
see also
