THE OMAHA METRO
Faster, more efficient transportation services to areas of high-traffic solve a growing problem in most American cities. This includes the metropolitan area of Omaha, Nebraska where commute times have increased as suburban expansion patterns continue. However, the general perception of public transportation is very poor. The preliminary Market Research Survey revealed that consumers regularly chose rideshare services or personal vehicles due to their dramatically improved convenience, speed, and price. Subsequently, this brand must meet its target consumers where they are and prove that it offers the best option by far. Equally important is the implimentation of a wayfinding system built for the inclusiveness of the 21st Century. This will feature gender-neutral signage, foreign language translations, and a color/pattern system built with the visually impaired in mind.
This design project presents a comprehensive branding and wayfinding system for this new rail transportation service. The Omaha Metro gives riders a ticket to a new life through saving their time, eliminating their stress, and reducing trasportation costs. They alleviate Omahan commuter woes, interconnect key areas of commerce and culture, and increase the mobility of those with no form of personal transportation.
Brand Strategy
The previously mentioned Market Research Survey shows that a majority of urban young adults semi-regularly use rideshare services for the purposes of: Night Life(77%), Travel(58%), Concerts & Events(32%), and Dining(27%). In addition to this, the three most important factors for consumers' transportation decisions were Convience, Speed, and Price.
Subsequently, this brand targets those who are most likely to be swayed away from personal vehicles and rideshare services; 21-30 year olds. Although a large number of people spend their daily commutes on the Metro, marketing emphasis needs to be on the leisurely activities. Public transportation suffers from a poor public image in this demographic so the Omaha Metro brand must discard the nuances of past subway systems. Rusty signs with nothing but primary colors and Helvetica will be forgone in favor of a high-energy palette, dynamc patterns, and modern iconography that maintains a visual heirarchy that is easy to use and understand.
Audience Profiles
Natalie Perez
Natalie is a 21 year old business student at Creighton who spends her free time catching happy hours, watching streaming services, and thrifting. She wants to explore the city and is in need of a cheaper way to get to concerts and other night-life escopades.
Mark Williams
Mark is a chef at a local downtown resauran and a drummer in an indie band who spends his free time catching other performances, trying new reciped, and watching old film. He needs to save up for a new drum set and needs a better way of getting to his restaurant that is located in an area that is extremely busy and hard to find parking in.
BRAND ASSETS
Touchpoints
CONCLUSION
This design project presents a comprehensive branding and wayfinding system for this new rail transportation service. The Omaha Metro gives riders a ticket to a new life through saving their time, eliminating their stress, and reducing trasportation costs. They alleviate Omahan commuter woes, interconnect key areas of commerce and culture, and increase the mobility of those with no form of personal transportation.