prompt
"Today you're going to fix something and you're going to fix it for the good of humanity. This is sort of a selfish act. That's ok. Many wonderful things are born of selfishness. Selfishness is the father of invention. Today, we're going to fix the Moody Pedestrian Bridge."
problem
The Moody Pedestrian Bridge is a pedestrian bridge on the campus of the University of Texas at Austin. It connects two buildings within the Moody College of Communications across a street. This piece of architecture took more than two million dollars, four years, and a lot of construction to be completed. But no one uses it. How can we encourage college students to make use of this bridge?
research
We interviewed college students (specifically those in Moody College of Communications) and professors in the area to get to the root of the problem. Why (even though the bridge is safer, faster, and "cooler") do individuals not use the bridge? Quickly, we learned that the bridge is not accessible from the road, so to take the bridge students would have to make the conscious decision to do so. And no one cares enough to do that. In addition, there was nothing special that drew students to the bridge–no incentive.
brainstorming
To figure out the best way to solve this problem, we gathered ideas and themes that taking the bridge would communicate.
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innovation, art, perceptive, modern, powerful, moving, new, calming, iconic, technique, craft, skill, creativity, imaginative, inspiring, emotional, emotion, beauty, aesthetic, trendy, universal, application, functionality, inventive, form, ingenious, fresh, health, movement, new, intimidating, lifestyle, shape, body, goals, habit, indicative, wellness, fitness, mentality, physicality, athletic, active, strong, powerful, lively, doctor, nutrition, motivation, beneficial, energy, control, initiative, fresh, efficiency
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We chose to focus on efficiency, art, and health.
our solution
Move: campaign that encourages students to utilize the Moody Pedestrian Bridge.
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Move is an initiative that seeks to give students their time back and promote efficiency, as well as the creative ambitions of students at the University of Texas at Austin by offering an entertaining, engaging, and efficient means for crossing the bridge.
branding
The Move logo encapsulates the seamless and progressive nature of the Move mentality: efficiency and creativity. With our modern rounded typeface, paired with the combination of the blue, orange, and white accent colors, our logo effectively expresses the cool, energetic nature of our audience. The logo embodies the campaign's overarching theme of move being a lifestyle, rather than just a concept solely applicable to the integration of the bridge. Since the Move campaign is determined to “give people back their time,” the logo also incorporates an abstract illustration of a clock.
Slogan: why wait?
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Our slogan is about spending more time on the things that matter to you by spending less time waiting at the light, at the elevator, or at the crowded stairs. Take the bridge to get where you need to be with ease. Spend more time reaching your creative and professional goals.
what we're doing
adding stairs for accessibility, integrating visual augmentations for entertainment and aesthetics, and rewarding students for using the bridge.
architectural extension
Modify the design of the bridge by adding two exterior staircases to the existing design. They will lead directly to the road on both sides and provide students with more access points to the bridge.
augmented reality
Added to the pedestrian walkway. Will display moving footsteps to enhance users engagement and entertainment while crossing the bridge.
app integration
Move includes a mobile application that will track each student's behavior with GPS technology. It will keep track of how many times a student has crossed the bridge, and then convert into redeemable points. Students will be rewarded with ways to save time and money at campus stores and restaurants and also view how much accumulated time the user has saved by using the bridge. Lastly, the app will invite students to vote on themes to incorporate using augmented reality on the bridge.
