Sound Transit Brand Refresh
Digital & Print
Tools: Adobe Illustrator, After Effects, Photoshop, Indesign
My Roles on this project were Branding, Motion, Layout, and Copywriting.
Timeline: 10 Weeks
Partner: Tricia Bui
Goal : To create a brand refresh for Seattle’s Sound Transit that appeals to potential riders.
Solution: We used color to organize the three service lines of Sound Transit. By assigning a color to each line, we served our goal of an inclusive brand that could speak clearly to international riders. To serve Seattle commuters, our colors were chosen with the intent to stand out on a typical rainy Seattle day. Bright color and movement through curvilinear lines came together to create a fun and friendly solution for potential and current riders.
Process: We starting with establishing a detailed understanding of Sound Transit’s Character, Purpose/Mission, Positioning and Promise. Using the defined Brand Character traits, we explored the visual language that would go into establishing the brand’s tonal territories: Inclusive, Functional, and Dependable. This visual language was then further refined into the moodboards that would guide our way. We researched the brand for 3 weeks before moving onto logo development. Letting our Brand Concept of “Advancing Together” lead the way, we started to design with reference to the themes of movement and inclusivity.
More detailed process coming soon!