Branding & Design
Branding and advertising of the Fort Worth Transportation Authority
Problem: Historically, the Fort Worth transportation has been lackluster, drab and boring. While Fort Worth does offer a "transportation service,": it is not the first choice for area commuters and tourists/travelers/convention-goers. With increased routes to newly developed areas of Fort Worth and connections to rail lines, we can use the power of design to change the perception of the public to the transportation system in Fort Worth.
Solution: Vexi, a derivative of the Latin term "evexi" meaning "to carry away, convey out or ride" and a play-on-words of taxi, is the new identity for "The T." It features a clean modern design, utilizing bright colors and graphics to intrigue the target audience to take advantage of the economical transportation system. Vexi also seeks to connect users to work, play, entertainment, shopping, etc. by providing covered bus stops and featured hub locations with hot spots to accommodate users’ needs