Link21 is a long-term transportation initiative led by BART and Capitol Corridor to improve rail connectivity throughout the San Francisco Bay Area. The program explores a second transbay rail crossing and other major infrastructure investments designed to support the region's future transportation needs.
As Creative Director for the Link21 program, I supported a multidisciplinary team of more than 20 designers in developing branding and multi-channel public outreach campaigns. The work helped communicate a complex transportation initiative to stakeholders, community organizations, and the public.
As Creative Director for the Link21 program, I supported a multidisciplinary team of more than 20 designers in developing branding and multi-channel public outreach campaigns. The work helped communicate a complex transportation initiative to stakeholders, community organizations, and the public.
Brand Research
Above: I began by researching transportation branding, regional identity, and existing Bay Area transit systems to identify opportunities for a more distinctive and approachable visual direction.
Above: I began by researching transportation branding, regional identity, and existing Bay Area transit systems to identify opportunities for a more distinctive and approachable visual direction.
Sketches
Above: Early concept sketches explored naming strategies, iconography, and visual metaphors that communicated regional connectivity while creating a more memorable public-facing identity.
Above: Early concept sketches explored naming strategies, iconography, and visual metaphors that communicated regional connectivity while creating a more memorable public-facing identity.
Typography
I translated the strongest concepts into Illustrator, exploring typography, iconography, and real-world applications across branded materials. Through multiple iterations, the identity evolved into the "Bay Link" concept shown here.
I translated the strongest concepts into Illustrator, exploring typography, iconography, and real-world applications across branded materials. Through multiple iterations, the identity evolved into the "Bay Link" concept shown here.
Fact Sheet
Above: Reimagined fact sheet applying the proposed brand system. In addition to redesigning the layout, I collaborated closely with the writer to simplify complex information and improve readability for a public audience.
Above: Reimagined fact sheet applying the proposed brand system. In addition to redesigning the layout, I collaborated closely with the writer to simplify complex information and improve readability for a public audience.
