Department of Transportation Transit Rebranding New Brand Identity Transportation Advisory Commission July 24, 2014
Background Department of Transportation Problem Statement Branding Solution Branding Refinement 2
Problem Statement Department of Transportation ARTS Bus Perception and Clarity Issue: ARTS bus is not recognized as public transit, Problem instead viewed as private shuttles. Statement • “When I see the ARTS bus, I think it only goes to museums, ballet. - Lizzie Wilkins (2012 Focus Group Participant) • “I thought it was the tour bus for the Huntington Library.” - Gina Harris (2012 Focus Group Participant) 3
Problem Statement Department of Transportation ARTS Bus Perception and Clarity Issue: • Name is indirect Problem Statement • Purpose is unclear • Function is obscured 4
Background Department of Transportation ARTS Bus started in 1994 initially: • Free service Problem Statement • D owntown Shopper Shuttle • Old Pasadena to South Lake Avenue • People understood simplicity of the route 5
Background Department of Transportation Reality: • One of largest local operators in the region Problem • Serves 1.5 million passengers annually Statement • 17 buses operating during the peak periods • Six ARTS routes throughout Pasadena • 400 bus stops 6
Problem Statement Department of Transportation Objective: System identity and ridership growth Problem What is Needed to Attract Non-Users and Address Statement Confusion About Purpose: • Identity commensurate with its role as a major transit player in the region • Legibility as a transit system • Label as a connector with regional transit How to Accomplish: Better branding and enhanced service. 7
Branding Solution Department of Transportation Transit Branding – Key Considerations • Legible, iconic and simple Branding Development • Easily identified • Palatable to the public at large • Relevant over a very long period of time • Communicates directly to the public and decision makers who the agency is and what the agency does 8 8
Branding Solution Department of Transportation Branding through Art Center partnership • Partnership between City and Art Center Branding Development provided access to highest level resources • 12 campaigns developed • Industry professionals selected 3 finalists 9
Branding Solution Department of Transportation Convened panel of experts and stakeholders • ARTS bus users Branding Development • Brand professional • City Council Member • Transportation Advisory Commission Chair • Pasadena Center staff • Assistant City Manager • City Economic Development Staff • City Graphic Artist • City Public Information Officer • City Transit Staff 10
Branding Solution Department of Transportation Panel selected 3 Campaigns to compare to ARTS Branding Refinement • Measured solutions against objective of meeting city transportation goals > Longevity and relevance > Simplicity in brand and message > Universally understood > Communicate where the system travels e.g., Pasadena, connections to points of interests and areas people want to go, connections to the Gold Line > Communicate that the buses will take them where they want to go > The system/buses can be distinguished from other systems/buses 11
Branding Solution Department of Transportation Testing the Brand and Messages • Focus group workshops held Branding Refinement > Focus group workshop participants were selected though person-to-person street interviews . • On-line Survey conducted 12
Branding Solution Department of Transportation Transit Branding – Focus Groups • 21 focus group workshop participants Branding Refinement • The workshop participants included: > The Millennial generation > The Choice rider who has a choice of travel > Empty nesters > Elderly > Hispanic > Low income 13
Branding Solution Department of Transportation Transit Branding – Survey Findings • Online survey conducted Branding > The online survey was used as a way to connect with Refinement the “Millennial Generation” (born after 1981) > A total of 277 online surveys were taken. > Campaign B is Pasadena Transit 14
Branding Solution Department of Transportation Focus Group/Online Survey Findings • Naming choices surveyed Branding • Brand identity surveyed3 Refinement • Campaign B is Pasadena Transit 15
Branding Solution Department of Transportation Transit Branding – Survey Findings • Highlighted issues with the ARTS acronym- Branding based brand for transit Refinement • Campaign B is Pasadena Transit Clarity of Campaign Message Connectivity Uniqueness A Vague Limited Distinct Most explicit/ Most Universal/ Most Distinct/ B Scored Highest at Scored Highest Scored Highest System Level at System Level at System Level C Explicit Universal Generic Most Vague/ Most Limited/ Distinct/ ARTS Scored Lowest at Scored Lowest at Scored Lowest at System Level System Level System Level 16
Branding Results Department of Transportation Meets objectives of branding study by scoring highest overall Branding Refinement 17
Branding Results Department of Transportation Goals and objectives met including: • Consumers feeling 91% Positive vs 9% Negative Branding about this transportation system identity Refinement • This name and graphic successfully describe Pasadena’s local public transportation system • This campaign aptly differentiates itself from other transportation options in the region • Suggested Ease of Use, Connectivity, Convenience 18
Branding results Department of Transportation Components • Name and Logo Branding Refinement • Bus wraps • Shelter graphics • Stop graphics • Schedules • Maps • Marketing materials • Digital applications 19
Branding Results Department of Transportation Branding Refinement 20
Branding Results Department of Transportation Pasadena Transit Iconography Branding Refinement 21
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