Raft launched a full-scale takeover of the Pentagon City Metro station, select WMATA rail cars, and Washington, DC buses to introduce their newest suite of edge-computing technologies. As a defense-focused technology company working at the intersection of software, data, and mission systems, Raft wanted a campaign that was bold, impossible to ignore, and unmistakably different from traditional government-sector advertising. The goal was to create a high-impact public presence that signaled innovation, capability, and momentum while speaking directly to the operators, engineers, and decision-makers who move through these transit hubs every day. *Project Note: This was designed while employed at Punch Digital Strategies.
The visual system leans into comic-book style graphics illustration to express Raft’s personality as tech-forward, battle-tested, and ready for the edge. Large-scale character art, explosive graphics, and dynamic motion lines were used across trains, buses, and station environments to create an immersive, high-charge experience as commuters moved through the space. The bold black, purple, and neon yellow palette reinforced the brand’s attitude while helping the campaign stand out in the concrete, high-traffic environment of the Metro. Paired with confident typography and short, declarative messaging, the system delivered a powerful, kinetic presence that turned public transit into a full branded world.
