NJ
Transit
Overview
New Jersey Transit has connected New Jersey, New York, and Pennsylvania since 1979. However, NJ didn't freeze in time 41 years ago. The suburbs have never been so diverse, and small cities have never been so popular. Millennials are moving to Hoboken, Maplewood, and Summit in search of a community where they can start families, a rising trend according to a WGSN report. Additionally, climate change has forced people to look for transportation alternatives; buses and trains contaminate far less than individual cars and plane travel.
We believe NJ Transit is missing an opportunity to connect deeply to its riders and the changing community.
The Objective
The goal was to rebrand NJ Transit with a dynamic identity, along with advertising to promote their brand new image.
The Brand
NJ Transit needed to position itself as the alternative for community minded people, and to differentiate from MTA and Amtrak. To do this, we created the ideal "New Jersey Transit connects communities, while preserving the planet," and chose The Caregiver and The Regular Gal to guide all communications.
When doing the logo, the challenge was to be friendly without being childish. A rounded sans-serif communicated exactly that. We added colorful arrows to represent the routes of this transportation system.
Designer Satisfaction Survey
Please indicate your level of satisfaction with the result?
What worked? What didn’t? What did you learn?
First attempt at dynamic branding
This was a new challenge for me, as I had to make sure that the system was meaningful, instead of just a fun trick.
First approach to archetypal theory
I was introduced to a mythological approach to branding.
Thank you
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Projects
Role
DESIGNER
What I did
BRAND IDENTITY
MOTION GRAPHICS
Team
ALEXA POMA
LAWRENCE CARR
SEBASTIAN FLORES
The Dynamic System
NJ Transit train routes have official icons and colors. In an effort to achieve brand consistency, we implemented a dynamic system in which the logo arrows draw the official route icons.
