Brand Refresh

The Problem

Pierce Transit had core brand elements, but no clarity on how or when to use them. There was also very little time given to reviewing designs. As a result, each member of the design team interpreted the brand for themselves and developed their own approach and style. This led to the brand lacking a consistent look and feel. Quality dropped, and our internal customers began to lose trust in the team.

The Solution

Hired as Art Director to help get the Pierce Transit brand back on track, I immediately surveyed the design team and got a pulse on what they saw as the challenges facing our branding. Seeing common overlaps along with my own understanding, I set out to:

• Create an easy-to-search brand guide

• Clearly define color and font use

• Integrate ADA best practices for legibility and contrast

• Develop distinct brand elements

• Design an iconography set

• Implemented the use of an online asset library that

  • synced with our Adobe design software

  • used atomic design principles to organize (elements, components, and templates)

• Updated our design review process to ensure brand adherence and quality

• Created agency-wide templates for slides, posters, handouts, and TV monitors

The above needed to feel fresh and fun so we could reach emerging younger riders, while not being too playful for a government organization. I presented the design approach to key stakeholders and received unanimous approval.

The Result

The resulting brand refresh and process update created a consistent style and feel that unified the design team. The asset library also gave them an easier starting point for every project, enabling them to seamlessly incorporate new brand elements into designs. Ultimately, this saved time, allowing more time to collaborate and push designs further.

This has led to greater brand trust and recognition. We now regularly receive positive feedback from internal and external audiences about the quality of our new designs.