All the trains in the San Fransisco Bay Area are owned and operated by BART (Bay Area Rapid Transit) and Capitol Corridor. These two organizations collectively serve 21 counties. In order to meet growing transportation needs the Link 21 project was launched.
The Link 21 project sets out to build a second underwater crossing between San Fransisco and Oakland by 2028. A team of over 450 people from 30+ community organizations are working to educate and build support for the multi-million dollar project. As the Link 21 Creative Director, I supported a team of over 20 designers on multi-channel campaigns.
Above is some initial brand research that I did for rail and the Bay Area.
Above are my initial sketches, which include some alternate program name options. I explored names and symbols that help communicate where the project is located and what it is about.
I brought some ideas into illustrator to find the right typeface. I also built some icons and material mockups. In the process I ultimately landed on "Bay Link".
Above is a re-design of a fact sheet with new branding. Along with shifting the layout I also worked closely with the writer to simplify and reduce the copy.
