![]() Our new effort reinforced the three goals of the 2003 brand identity project: Increase consistency in presentation of the brands by more closely tying together the colors and symbols.Optimize the brands for digital uses, including the website, app, and social media. ![]() Expand branding beyond train lines with new icons for bus, light rail, and paratransit.With these new needs in mind, I assembled a “can-do coalition” of colleagues to achieve three goals: The branding also needed to be expanded, from train lines only to all transit modes. I saw an opportunity to update branding designed in 2003 to meet the needs of digital and social media-savvy customers, who increasingly engage with brands through apps and social media. When I led customer experience for NJ Transit, I created a cohesive identity for all of its transit lines, including buses, light rail, and paratransit, to better convey the full reach of the third-largest transit system in the US. ![]()
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