When the public transportation system of the 6th fastest growing city in the United States wanted to improve the perception of both its own brand and of mass transportation in general, I led the conception, development, creation and launch campaign of an entirely new brand for the client.

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I single-handedly devised and wrote the strategic and creative plan to accomplish all of this, including the launch campaign.

The work included renaming, logo creation, verbal identity, visual identity guidelines and a comprehensive brand launch marketing campaign to introduce the new brand to all of North Texas. As part of the rebrand, I also oversaw the creative development and strategy for redesigning the look of the buses, the bus stop signs, system maps, business collateral (including cards, stationary and brochures) and much, much more. I served as creative director to reimagine the system's entire family of brands.

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See below for samples from the marketing plan, launch campaign and whole-system rebrand.