THE BRIEF
To propose, create, and brand a new transportation identity system for UT Arlington population to travel to and outside of the UT Arlington campus.
BACKGROUND
Located in the Dallas-Fort Worth Metroplex, Arlington is the largest city in the nation without a public transportation system (Wikipedia). While neighboring cities such as Fort Worth and Dallas have transit systems in operation, Arlington residents have relied on their vehicles to get around town; this has been especially difficult and inconvenient for residents who do not have their own vehicles or cannot drive. With the rising UT Arlington student population and development in the city of Arlington, the UT Arlington population would benefit from a transportation system that would provide a convenient and economical method for people to travel around the UT Arlington community and to popular areas in the city.
TARGET AUDIENCES
The target audience for this project brief is the UT Arlington population, specifically students, faculty and staff. A transportation system for the UT Arlington population would provide an alternative method to go to travel to campus and around the city of Arlington, contribute to environmental sustainability measures, aid in potential reduction in stress or frustration levels from high-traffic congestion and parking, connect to and explore popular entertainment venues, as well as potentially serving as a connection to nearby cities of Dallas and Fort Worth.
OBJECTIVES
Develop design deliverables to encourage and promote ridership in the UT Arlington Transportation System. The design of the new identity system will integrate graphic and typographic elements that will be noticeable and eye-catching to UT Arlington’s population.
DELIVERABLES
The following deliverables include:
- A logo for the transit system.
- The exterior and interior design of the bus identity system.
- The design of the bus station seating and signage. Graphic components will have a unified style and consistency.
- Design of promotional items to encourage transit ridership (eg. lanyard, t-shirt).
- A branding style guide the outlines the details of the design deliverables.
MARKETING GOALS
- Increase participation and interest of implementing a public transportation system for the UT Arlington population.
- Encourage ridership and communicate the advantages of a public transportation system for the UT Arlington population.
TIMELINE
This project is expected to be completed by May 11, 2012.
Brief set by: Gladys Chow
Revised: 05/08/2012
MFA Journey 