York by bus

Sheffield creative agency Front has teamed up with illustrator Peter Grundy for a poster campaign promoting bus travel in York.

Sheffield creative agency Front has teamed up with illustrator Peter Grundy for a poster campaign promoting bus travel in York.

The campaign aims to highlight improvements to York’s bus network and encourage residents to use buses more regularly. Four posters have been released so far and a further 12 will be created during the campaign, which will run until March next year.

Grundy was chosen to illustrate the posters as they needed to have “warmth, a light wit and be accessible to all,” says Front director Chris David.

“We have multiple messages running across the campaign which need to communicate an idea very quickly. Peter has a great ability in taking complex messages and reducing them down to very simple, bold and more often than not, witty solutions, [so] he really was made for the job,” he adds.

When illustrating the campaign, Grundy designed a lead poster featuring a range of bus characters. He then used individuals from the master design to highlight a particular service such as York’s Park and Ride Scheme in supporting ads:

“I drew them using thick black key lines as it’s a method I’ve used before and one that always works very well in big,” he says. “The campaign is aimed at everyone, young and old, and some of the messages will be more complex, so illustrations have to be pretty simple,” he adds.

Text on the posters have been kept to a minimum to allow images more space, and the bold sans type works well with Grundy’s thick black keylines.

“Sometimes, images end up occupying only a small percentage of a finished poster, but Chris has given them a lot of space,” he adds. The campaign will be supported by online, mobile, press and radio ads.

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