Metro Transit

Revitalizing public transportation with one little word.

Close up of three friends leaning in. The one in the middle is poised to say, "GO!". She has short blonde hair. The other 2 friends are holding balls, preparing to throw them.

“GO!”

It’s something we’ve all shouted while sitting in standstill traffic behind the wheel of our cars. So when we were tasked with helping Metro Transit revitalize its brand and public perception, we took this little word and transformed it into the powerful currency we all want from our transportation experience.

Young woman with curly brown hair, standing on a bus holding a bag with produce and flowers in it. She is smiling and wearing overalls with a floral yellow jacket.

Situation

Public transportation is a cornerstone of any major metropolitan area. But the 2020 Covid pandemic caused dramatic shifts in commuter habits, with rideshare apps becoming second-nature for many (particularly Gen Z). Metro Transit was looking to reverse this trend, making significant investments in the Twin Cities transit system for more streamlined travel options.

Emotional Catalyst

More GO. Launching 3 new bus rapid transit lines, plus major improvements to the system overall – it’s time to GO faster and further with Metro Transit.

Solution

Two major campaigns launched back-to-back, promoting the new bus rapid transit lines as well as an overall brand initiative. Together, they helped reframe Metro Transit as the GO-to option for quicker and more convenient travel.

“Ready to GO” brand campaign

An ad on the side of a bus that reads, "GO faster with 2 new rapid bus lines launching this year," on a blue background with a photo of a man reading a book while riding the bus.

A white coffee cup on a yellow background with a coffee sleeve that reads, "Take the bus and your coffee to GO," on a blue background.

Hand holding a phone on a blue background. The phone screen has a social post on it. The image says, "GO easier from simpler fares to more frequent service," with a photo of a young woman standing on a bus with a bag filled with flowers and produce.

A bus shelter featuring an ad that says, "GO stress-free while you relax, read or work," with an image of an older woman using her phone while sitting on the bus.

“Less stop. More go.” new bus rapid transit line campaign

Four frames of an animated banner ad. The first frame shows a man frustrated with the text, Less waiting. The second frame shows a woman getting off a bus with the text, "More arriving." The third frame says, "The new rapid B Line. Arriving June 14" The fourth frame says, "Less stop. More go." with a blue button to learn more and a short map showing the line connecting Uptown and St. Paul.

Frustrated middle aged woman with brown hair sitting in her car with her hands gripping the steering wheel.

Man with dreadlocks looking confused and holding a phone.

Two phone screens showing social ads. The first one says, "Less waiting. More arriving. The new rapid Gold Line. Arriving March 22" paired with an image of a young woman stepping off a bus at night. The second one says, "Less stop. More go. The new rapid Gold Line. Coming March 22" paired with an image of a middle aged man wearing glasses walking onto a bus during the day.

A couple standing at a bassinet in a private NICU room looking down at their newborn baby as the space transitions from a blueprint to the real thing.

Altru Health System

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