The Link is Seattle’s public light rail service which runs from Sea-Tac airport through Downtown Seattle and recently has grown to include stops to the Capitol Hill neighborhood and the University of Washington.
Starting with a creative brief, the Brand Positioning, Brand Character, and Company Promise was determined in order to guide the branding process.
We developed an identity that embodied the character traits: dependable, approachable, and forward-thinking.
We built a wayfinding system that utilizes color and iconography as navigation devices.
Our deliverables included an identity manual (with logo, colors, voice & tone), trains wrap, print assets (business cards, tickets, brochures, ads, etc.), web assets (website, mobile app), as well as wayfinding system, icons, and signage.