Metro | Washington Metropolitan Area Transit Authority
I supported internal and external communications as a contractor at Metro.
Color Naming
I was asked to rename brand colors that were a little too DC-centric for a transit system reaching far beyond the city borders. I used brand attributes to inform a series of alternatives.
Public Sector Pass Program Naming
I came up with a series of potential names for a new program that would offer eligible federal employees a new discounted fare rate. It was important to understand the ecosystem of language around the new rate, as well as eligibility, to avoid conflating or confusing audiences:
TRANServe administers the transit benefit program for federal agencies
Regionally, pre-tax withholdings for transit are called SmartBenefits across public and private sectors
The new the fare rate will be for eligible federal employees, might extend to state and local government employees down the line
Names
Civic Trip
Aligns nicely with Smart Trip naming structure
Emphasizes travel in support of civic work
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Go-Go-Gov Card
Nods to DC heritage
Calls out intended audience
Inclusive of state and county governments that might participate down the line
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OG (Official Government) Pass
Both straightforward and saucy
Elicits a sense of pride for government workers
Selection pending. Check back soon!
Event Marketing
I wrote assets promoting a variety of events.
Here are a few favorites!
Youth Advisory Council Event
Cherry Blossom Festival
Nationals Home Opener Stickers & Screens (Spec)
Birthday Activation: Spec
I pitched an activation to celebrate the breadth of the Metro transit network and the diversity within it while encouraging ridership and regional exploration.
