Operational efficiencies and excellent coordination are key to the seamless integration of mobility choices. So too are strong brand communications to support marketing initiatives and to educate your public of this shifting landscape.
Through a survey of over 67 transit agencies across North America, Europe and Asia, Entro uncovered best practices for transit communications, which were presented at a past Canadian Urban Transit Association (CUTA) conference. In anticipation of the upcoming American Public Transportation Association (APTA) conference and after similar discussions with leading transit organizations, we're highlighting these best practices anew through a series of case studies of our own work. These practices, for any stage of an agency’s journey, ensure connectivity and ease of travel; the key principles of integrated mobility. They are:
BUILD: Build an aspirational position that emphasizes choices and improvement.
CREATE: Create a unique and memorable brand identity that easily translates to all touchpoint
PROVIDE: Provide a brand architecture that is well organized and simplified.
Building a Clear Service Hierarchy: OC Transpo
A clear service hierarchy informed by an organized brand architecture provides coherent communications and shows connectivity between services, including first and last mile. OC Transpo is in the process of reorganizing their service hierarchy with the ultimate goal of creating one seamless journey.
Strong Branding For Successful ROI: MiWay
The City of Mississauga, one of the largest financial centres in Canada, launched their dynamic MiWay brand and generated one of the greatest ridership increases in Mississauga’s transit history. The new brand was poised to reshape perception and signal significant change.
A Connected Mode of Travel: All Aboard Florida
Brightline is All Aboard Florida’s express service providing stress-free, comfortable and connected intercity travel in one of the most populous and visited regions in the United States. The signage and wayfinding program is designed to provide the desired ease of navigation and to emphasize the convenience and friendliness of the service.
Creating a Brand Strategy for an Integrated Mobility Brand: HSR
The basic precept to Integrated Mobility is derived from a set of beliefs to provide seamless connectivity all the way from the first mile to the last mile of a journey. This set of beliefs, perceptions and associations are expressed and communicated in a Brand Strategy which acts as an organization’s DNA, it is expressed through the name, visual identity and all products, services and behaviours. By consistently reinforcing the brand strategy to all touchpoints through marketing and communications initiatives, an organization has the ability to emotionally connect and build a profile with riders.
Creating Transit Connections on a Grand Scale: WTC Transportation Hub
The World Trade Center Transportation Hub, designed by architect Santiago Calatrava, opened in 2016. The Hub connects people to local amenities and destinations across Manhattan and New Jersey. Entro, in collaboration with Pentagram, developed the signage strategy and wayfinding for this dramatic landmark. For more information about this architectural monument, see here.