Role: Art Direction & Graphic Design
Context
LA’s reliance on driving is cultural as much as infrastructural. Metro faced a perception problem, riders saw the system as unreliable and inaccessible, before they ever experienced it.
Strategy
Shifting from institutional to communal, signaling reliability without losing warmth. The message centers on affordability and confidence, making Metro a alternative to traffic, not a last resort.
Outcome
The rebrand extended into an accessible app landing page, connecting the visual identity to a real rider, supporting Metro’s move together philosophy from street-level signage to screen.
App Landing Page
Desktop
Mobile
Universal Signage
Social Media Posts
