Gig Harbor Connector

The Challenge

Operational constraints required a rapid pivot:

• Planned vehicles unavailable due to supply shortages

• Needed to repurpose paratransit SHUTTLE vehicles for public-facing service

• Required a solution that was low-cost, scalable, and fast to implement

• Timeline: 2 weeks from concept to design rollout

• Needed to work beyond Gig Harbor for future or emergency use cases
  

The Approach

I helped develop the “Connector” service with a flexible, system-driven solution rather than a one-off campaign.

To ensure speed, clarity, and scalability, I:

• Designed and iterated on 12+ brandmark concepts, selecting a direction optimized for legibility and adaptability

• Built a modular visual system using existing brand typography and color for fast adoption

• Developed a scalable icon-based pattern system for use across varying formats

• Redesigned the route map for improved clarity and ADA accessibility

• Produced and guided execution across fleet decals, signage, rider materials, web, and marketing assets

• Directed implementation to ensure consistency across all touchpoints under tight timelines

The Results

• Launched full-service identity and rollout in 2 weeks, meeting critical operational deadlines

• Increased ridership by 38% compared to the previous service

• Delivered a low-cost solution by repurposing existing vehicles and leveraging current brand systems

• Created a scalable design system that extended beyond Gig Harbor

• Rapidly adapted the system for emergency service deployment in Buckley, WA, restoring access to essential destinations during road closures

• Received positive feedback from local officials and community members, reinforcing trust in the service