SEPT-Archive
SEPT-Archive
SEPTA
SEPTA riders are shift workers and students; sports fans and arts enthusiasts; daily commuters and tourists who travel to, from, and between every corner of every neighborhood in Philadelphia and its five surrounding counties.
Each rider has their route, their routine, and their reason to ride. Our tenth year as SEPTA’s Advertising Agency of Record coincided with Philly’s long-awaited, much-anticipated 2026 semiquincentennial. With the city coming alive with arts and culture, sports, and community events and excitement, we positioned SEPTA as the city’s enthusiastic transit partner, complete with a brand new 2026 logo lockup to tell the story.
The timing for a vibrant, new campaign could not have been more ideal: SEPTA Metro’s recent roll-out gave the city’s subway and trolley system a contemporary new look, and expanded the system’s traditional orange and blue color palette to a spectrum of energetic hues to work with. In addition to the new signage, stations were getting glow-ups, scrub-downs, and upgrades to get ready for the flurry of impending visitation to the city. And, crucially, the locals were bracing themselves for a summer of particularly painful traffic and parking that those events and additional tourists were sure to bring.
To all of that, SEPTA had two words: Let’s Go!
Industry
Components
Transit etiquette campaigns typically range from yawn to cringe. We took it as an opportunity to lean in to SEPTA’s new energy and write a campaign that only Philly’s transit system could own.
We should have known that bringing cheesesteaks and the Mets into the conversation would hit a Philly nerve, but the positively pro-SEPTA response that this humble little etiquette campaign elicited was unexpected – and proof that authenticity works.
Credits
Photography: Mike Mielcarz
Video/Production: Malix Media
PROUD MOMENTS
For a bunch of Philly kids – by birth or by choice – walking through the city and seeing our work on every other street corner never gets old. (Bonus points for when it celebrates our SUPER BOWL WIN!!!)
* Check out our SEPT-Archive for more work.
