Beltways: Accelerating Walkways
Marketing Strategy & Design
Client: Beltways
Role: Co-Designer
Tools Used: Figma, SEO tools, Google Analytics, Mailchimp, Sprinklr
Team: Daisy Ma, Graye Smith, Crystal Li, Ally Chen, Jia Ying Lin
As part of a semester-long client project at the University of Southern California, I collaborated with a cross-functional team to develop a comprehensive go-to-market strategy for Beltways, a transportation startup piloting the world’s first modular accelerating walkway at CVG Airport.
I was responsible for the visual design of marketing materials, ensuring cohesive branding across digital platforms including email campaigns, social media, and PR placements. I also supported the development of promotional campaigns, including a launch initiative during Cincinnati Oktoberfest and airport-based guerrilla marketing tactics.
Key highlights:
Co-designed a multi-channel campaign targeting airport executives and public riders.
Delivered a website audit and SEO improvement plan to boost discoverability.
Developed promotional content featured in a mock partnership with CityBeat and LA28 Olympics.
Created branded assets and mockups for LinkedIn, email, and press releases to support lead generation and public awareness goals.
👉 Learn more at beltways.com
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Blue Tape @ Bengals Stadium
To generate buzz ahead of the Beltways launch at CVG Airport, we proposed a low-cost, high-impact guerrilla campaign leveraging blue tape installations across high-traffic areas in Ohio, starting with the entrance pathways at Bengals Stadium.
We outlined the full length and width of a Beltways accelerating walkway using blue tape to give pedestrians a physical sense of its scale. At key intersections, QR codes were embedded within the installation, linking directly to a landing page introducing the Beltways launch.
Goal: Spark curiosity, drive foot traffic to the Beltways website, and capture interest from community stakeholders and transportation decision-makers.
Why It Works: The simplicity and visual oddity of the installation encouraged bystanders to ask, “What is Beltways?”, turning a basic visual cue into an organic conversation starter.
Success Metrics:
Number of QR code scans
Inquiries submitted via the landing page
Organic social mentions (#WhatIsBeltways)
This campaign strategy exemplifies how we transformed an abstract concept into a memorable, interactive experience rooted in place and community.