Client: San Diego Association of Governments, USA
Year: 2014 – Ongoing
SANDAG commissioned Steer to develop a Transportation Demand Management (TDM) Plan to help manage congestion in the North Coast Corridor (NCC) during the implementation of a comprehensive package of highway, rail, transit, environmental protection, coastal access improvements and to act as a foundation for travel behaviour change in the corridor. The Design for Movement teams developed a project identity (TDM brand) to support communication of the project to local target audiences.
Our approach was guided by a detailed understanding of the TDM project history, existing travel brand(s), management, structure and application and consultations with stakeholders to ensure all views were taken into account.
The output was the Shift name and visual identity launched in late 2014. The brand performs two key functions: communicate access and environmental improvements to the NCC, and, provide information and tools to encourage users of the NCC to consider alternative modes of getting around.