Outfront Media Subway Screens

Way-finding for a captive New York audience.

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Our Brief

Partnering with the innovative map-makers at LIVE XYZ and the masters of out of home media at Outfront, NYC & Company hired me to create a design system for their latest municipal project.

The project would make use of the newly-installed digital screens found on subway platforms, the end goal being two distinct deliverables: first, a hyper-local attraction map for riders about to exit the platform, and, separate from the map, a bite-sized neighborhood guide, showcasing areas the rider could get to via the subway.

Deliverable 1/2

Hyperlocal Map Screens

Goals:

To provide free advertising for local, privately-owned small business in New York City.
To give subway riders a quick view of three local business that could be of service to them as they exit the station.

versions:

Triptych

Three screens positioned next to each other.
Graphics span continuously across all three.

15 second run time.

Single

A single, standalone screen.
All graphics will be on one screen.

15 second run time.

Triptych Screens

In situ.

Enlarged.

This set of screens shows a Dinner display, which would run between 5:30pm and 9:30pm.

When the subway arrives at the platform, this set of screens will pop up. On the left-most screen is a roster of three restaurants within walking distance, and the following two screens work together to create a localized map showing the location of restaurants in reference to the subway exits.

This set of screens shows a Shopping display. In this case you can tell from the lighter color scheme that this is a daytime display, whereas the Dinner display was darker to indicate nighttime.

The Shopping display is the same idea as the Dinner display, only with local shopping venues instead of restaurants. Each screen display only runs for fifteen seconds, so the information had to be pared down as much as possible to ensure a quick read.

Another nighttime display, “Going Out?” is all about local nightlife.This display works the 9:30pm to 3:30am shift.

The catchall display is “Need Plans?” which is can be used at any time of day and can be configured to fit any grouping of attractions.

Single Screens

When a standalone screen must be used rather than a Triptych arrangement, a single screen layout can be used.

The Single Screen version of any HyperLocal Map Screen contains the same info as any triptych execution, condensed into one screen.

DELIVERABLE 2/2

Explore NYC Screens

Goals:

To inspire New Yorkers to explore the city beyond their daily commute.
To drive visitation to local attractions across all five boroughs.

versions:

Triptych

Three screens positioned next to each other.
Graphics span continuously across all three.

15 second run time.

Single

A single, standalone screen.
All graphics will be on one screen.

15 second run time.

Triptych Screens

In situ.

Shown above is an example of an Explore screen, in this case, Harlem. This 15 second video would be shown on a subway platform located anywhere except Harlem, to inspire and remind New Yorkers to pay Harlem a visit sometime.

We do this by showing three highlights of the neighborhood, selected at random from a larger pool and categorized based on attraction type.

Each attraction is placed on a “Venue Card,” which displays the name, address, and a photo of the venue pulled from the vast nycgo.com photo library. Also shown are the subway lines that would best serve the attraction shown.

Each Venue Card is color-coded based on what category the venue falls in to. Every category also has its own proprietary verb.

The available Venue Cards are as shown: