THE PROCESS:

Working with a team of managers and a marketing strategist, we started by reviewing demographic data for employees and residents in the area and built user profiles. After studying the branding of comparable services and identifying barriers to ridership and competitive modes of transportation, we brainstormed names. 

From there I pulled together mood boards, color studies and rough logo designs. After many rounds of revisions and tweaks, we arrived at the final concept and, from there, built out the supporting materials which included a vehicle wrap, shuttle stop signage, posters, flyers and designs for digital elevator displays.

The client was very intrigued by the concept of the dot. In his mind, it represents the center of everything. So I carried the dot theme throughout the additional collateral materials, from the dotted line on the shuttle, to a giant white dot on a flood of yellow on flyers to a giant yellow dot on the stop signs.