Rebranding Project | Adobe XD, Photoshop, Illustrator

Valley Metro, the Phoenix Public Transportation System, is in need of redesign. As a class project, we were asked to pitch a rebrand and a new route for the Valley Metro. This included a custom map with updated routes, new logo design, and a pitch website to get people on board with the ideas. My goal was to freshen up the brand and make it more welcoming for those commuters that ride the Valley Metro daily and for those that don't because of inaccessibility.

The big problem is that the Phoenix transportation system does not cater to enough people. It is out of the way of those that need it and is unapproachable, leaving people scared to rely on it a their way to and from work. The branding is outdated and the one route does not reach those that commute everyday from the East and West Valley.

As a solution, the branding was updated with a new logo alongside brighter, warmer colors. Routes were also added as needed for the commuters. They would extend from North to South and East to West in addition to the current route as a way for commuters to use the light rail instead of drive. The new branding will create an inviting space for anyone and everyone. 

The goal is happy, bright, fun, and also minimal. The map design inspiration is pulled from already existing and widely used transportation systems. The design for the website was inspired by minimalist-style icons as well as vector-based design. 

Additional branding/artwork

New, custom map showing future routes for the metro system. As seen on the map key, yellow represents the current route and red and blue represent routes that would be added that extend out in the West and East Valley, where a majority of the commuters are located. The small dots represent each stop. As one light rail is entering in to the city, another is heading out to increase efficiency.