THE BRIEF Caltrain sought a new brand identity, and marketing outreach to raise awareness among key stakeholders about the Caltrain Modernization program (CalMod). The brand would need to align with existing Caltrain brand standards and be instantly recognizable for riders and other key stakeholders. Branded communications would need to generate and maintain excitement as the agency works towards a 2022 service launch date.
THE BRAND At its’ core this limited term program brand is about a gradual transformation of Caltrain passenger service.The primary purpose of CalMod is to improve Caltrain system performance and reduce long-term environmental impacts by reducing noise, improving regional air quality, and lowering greenhouse gas emissions through converting the diesel service to electric. These service improvements are also expected to help accommodate increased system ridership through improved system operations. To develop a successful program brand our team explored a variety of options and ultimately landed on a solution that strongly evokes the much-loved Caltrain logo, which we affectionately refer to as the "meatball."
MARKETING & OUTREACH From designing the new train exteriors to launching CalMod.org to implementing public education campaigns and executing VIP events, our team provides full-service marketing and strategic communications for all of Caltrain’s needs regarding the CalMod program. Right now we're working on a campaign to promote and upcoming virtual reality experience of the new electric trains.
MY ROLE As the Creative Director, I led brand development and execution including designing and facilitating a visioning session, developing the brand story and positioning, visual identity, brand architecture, and visual guidelines. I also provide hands-on support for marketing strategy, content development, copywriting, experiential design, promotional materials, social media content and the CalMod website.
To develop the CalMod website, I worked hands-on with a small but exceptional team of creative professionals. I led the site architecture planning, content strategy, personas, wireframes, and mockups. I oversaw code development, user testing and launch.