NYC FREE TAX PREP
NYC Free Tax Prep (NYCFTP) is a free service offered by the New York City Department of Consumer and Worker Protection to help New Yorkers file their taxes.
For this campaign, I executed the design of print and digital ads displayed across the city. Although we received initial design files from a marketing agency, we needed to adapt them for a wide range of specifications, formats, and copy lengths. The campaign also required producing versions of the ads and supporting materials in multiple languages.
This project was uniquely challenging because I was the only designer on the team. With the senior designer having recently left, I was responsible for producing all visual assets for the campaign. Working closely with the Assistant Commissioner for Creative Services, I mapped out timelines for each deliverable and ensured that everything was completed on schedule.
My work included blurring and extending image backgrounds in Photoshop, resizing layouts for various placements, and adjusting design elements to suit each medium and language. Beyond the citywide ads, I contributed to the design of brochures, flyers, event signage, swag, postcards, social media graphics, and additional digital assets.
The campaign’s reach was extensive: 2,000 subway ads and 1,100 bus ads were installed across New York City, and 200,000 brochures and 200,000 postcards were distributed.
Multilingual NYCFTP 2023 Brochure →
