LA Metro

The LA Metro wanted to expand their ‘Fareless System’ Initiative. What started as free transit for students could support low-income individuals too, disrupting poverty and bringing equity to the communities who need it most. In order to make this vision a reality, they needed to secure support from state, federal and private stakeholders. We believed that the LA Metro had a brand challenge, not a funding challenge. So we built a brand identity and campaign that would communicate the value this service brings to the people of the city and convince a range of stakeholders to support the mission.

We launched a new brand identity, campaign, and donor-facing deliverables that helped the LA Metro secure over $400M in support from state, federal and private donors. This helped the LA Metro expand the ‘Fareless System’ Initiative and communicate the value the Metro brings to the people of Los Angeles. We used branding to remind the people of Los Angeles what the Metro does for their city — generating goodwill and injecting energy into an overlooked public service.

Design Direction, Deloitte Digital