The document discusses how the Los Angeles County Metropolitan Transportation Authority (MTA) transformed public perceptions of public transit in Los Angeles. It overhauled the MTA's branding, making the "M" symbol proprietary and implementing a unified visual identity systemwide. It launched new marketing campaigns targeting customers. As a result, discretionary ridership increased, customer satisfaction improved, and voters approved a sales tax increase, allowing the MTA to fund expansion projects. The rebranding was recognized with over 100 design awards and helped position the MTA as a solution to LA's transportation problems.

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Transforming Perceptions
Center for Sustainable Transport of Brazil
Rio de Janiero, May 25th, 2011
Presented by Maya Emsden
Los Angeles County Metropolitan Transportation Authority

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Los Angeles

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Objectives
• Increase ridership
• Improve perception
• Increase funding

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Our Competition (Perception)

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Typical Headlines
• “Another Bad Joke” (LA Business Journal)
• “MTA Takes It’s Sweet Time” (Daily News)
• “Another Explosive Issue for the MTA” (LA Times)
• “When Will the MTA Ever Get On Track?” (LA Times)

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The ‘Welcome’ Mat?

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Inconsistent Look/Schemes/Personality

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Separate Identities Created Confusion

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Summary of Findings
• Public confusion
• Lack of consistency
• Costly duplication
• ‘M symbol’ was not proprietary
• Lack of public/voter confidence

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‘M Symbol’ Updated & Made Proprietary

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Look is Unified/Related/Consistent

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New Look

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Night Presence

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Applied Systemwide

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The Bus That Acts Like a Train

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Matchbox!

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Who Were We?
• Metro • Metro
• MTA
• LACMTA
• The Authority
• LAMTA
• PTSC
• ATMS
• LRT
• HRT
• BRT

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New Campaigns Target Customers

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Updated Maps

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Destinations “Through the Eyes of” Local Artists

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Customer Environments

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Metro Customer Center…Before

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…and After

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Seat Fabric

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Professional Recognition
• Over 100 Art and Design Awards
• Named America’s Best Transportation Agency
• Received International ReBrand Award

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Within Five Years:
• The public perceived us better…
– ‘Strongly Favorable’ was up 17%
– ‘Unfavorable’ was down 15%
• Our customers were more satisfied…
– 78% said service was better
– 81% said Metro’s image was improving
– Discretionary riders increased from 22% to 29%
– Highest level of new rider growth in our history

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Positioned Metro as Solution

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Simple, Clear, Powerful

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Engaging/New Channels

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Imagine Campaign

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Imagine Campaign

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Improved Headlines
• “We’re Thankful” (LA Times)
• “Moving Forward” (LA Times)
• “Putting LA Transit in the Fast Lane” (Business Journal)

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November 2008: Sales Tax Passes

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Results
• Higher discretionary ridership
• Improved perceptions/survey results
• Voter approval of sales tax measure
• Increased political awareness/funding

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A Story:

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New Concept for LA

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Cutting Edge

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Elements of Continuity & Variability

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Posters, banners, postcards

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TITLE

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TITLE

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Information Materials

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Newspaper Ads

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Celebrate Project Delivery

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From the Big…

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To the Small

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Continued Promotions Post Opening

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Continued Promotions Post Opening

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Door to Door

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Success: It’s Being Extended

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One of 12 New Projects in the Works

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2011: Metro Projects in the Works

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Lessons Learned
• Art & design can transform perceptions
• Quality communications can deliver
results

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Obrigada!

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1984 Olympic Tokens

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Uninspiring Data Presentation

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