• Industry Transit

Challenge

Transdev (a world leader in public transport from pre-project to daily operations of public transport systems to project management assistance) commissioned me to redesign all 25 SRTA Xpress route guides, the accompanying maps, and 5 POP kiosk posters for the State Road and Tollway Authority. SRTA is responsible for solving congestion challenges by increasing transit ridership, raising awareness of “the” transportation solution, and promoting sustainability throughout the state of Georgia. Through its Xpress system, SRTA improves long commutes, and saves commuters money and stress while reducing traffic congestion throughout Metro-Atlanta. Xpress routes connect Atlanta’s weekday commuters with their workplaces in some of the region’s busiest employment centers.

Upon the project commencement, SRTA’s existing Xpress route guides were out-of-date, unappealing, and difficult to read. In order to promote appeal, unify its messaging, and engage the user with easy-to-understand (and read) graphics and imagery, I strategically redesigned all route guides, their accompanying maps, and POP posters. Additionally, the finished product needed to successfully answer SRTA’s challenges and reinforce its brand position as the professional and smart commuter choice.

Solution

In order to create an appealing, easy-to-use route guide, I changed the format of the existing letter-sized flyer into a larger, more passenger-friendly, foldable brochure. This provided room for larger type as well as made space for engaging illustrations and newly redesign route maps. I ensured consistency by maintaining the new “look” throughout all assets. The four-color change (from two-color) added polish, appeal, and an improved map presentation for the user while elevating SRTA’s brand.

Results

As of this writing, SRTA representatives have expressed great appreciation not only for the professional design and management of the project, but also for the overall timeliness, interpretation of their goals and objectives, and effective com­munica­tion.