RIDE: Detroit's Metropolitan
East Side Pickle Day 2017 Art Direction: Nina LoSchiavo Design: Jim Tierney and Nina LoSchiavo
Illustrations: Leo Natsume Promotional Ads and Animation: Julian Rucker
RIDE, is a mult-transit brand compiled of Metro Detroit transportation systems, DDOT (Detroit Department of Transportation), SMART (Suburban Mobility Authority for Regional Transportation), the M-1 Rail, the MiTrain, and the People Mover. That's the serious, white collar explanation. We, at RIDE, really just want to have fun and want our customers to have fun as well. When you want to plan a trip from Ann Arbor to Midtown Detroit, we want to make sure you recognize our vibrant, multi-colored transportation authority and feel, well, comfortable enough to trust that we will get you to your destination safely, with a smile.
Clean, customer - focused, safe and secure public transit services
Well, when you're looking for something happy and welcoming, what's better than a smile? Smiles can make someone days better or make their day in general, so it was a very specific gesture that we wanted to focus on when creating the branding for this integrated transit system. So, what about the smile?
That's all good in theory but how is it applied?
The applications used in the Ride brand consist of: a mobile application, website, social media, maps, bus wraps, train wraps, stations/pick up locations, signage, motion graphics, clothing/uniforms, stickers and duffel bags. The applications serve a variety of purposes ranging from advertisements for the brand to route planning and route identification. The wide variety of applications makes the brand more visible and identifiable in Detroit's environment and media outlets.