The NC DOT tasked us with delivering new branding and a new ad campaign that spoke to prospective riders, both millennials and retirees. Working with my copywriter, we developed the “Go. Reconnect." that speaks not to the hurried business traveler, but to those who may be visiting family and friends, or the carefree passenger who simply wants to take in the state as they make their way to a day trip destination.
After launching the “Go. Reconnect” campaign, ridership went up 4% in its first month, quickly increasing to double-digits, and has contributed to record year-over-year ridership.
The assignment began with the creation of a new logo. Using cues from rail and travel iconography, I crafted an easy to recognize mark, and a design system that always points the viewer in the right direction.
(Copyriter: Cabel Crotts)