Zack Shubkagel is partner and creative director for the San Francisco office of Willoughby Design, a strategic branding and design firm, providing brand strategy and inclusive design for clients such as Kauffman Foundation, the United Nations, Hallmark Cards, Lee Jeans, Einstein Bros. Bagels and Panera Bread. Reach him at zshubkagel@willoughbydesign.com.
The decision to add a new transit service can be energizing for transit agencies and communities alike. At the same time, however, this type of decision introduces a host of new questions your agency will need to address, including “What should the new service be named? What will the logo and branding look like? How will we reach consensus with all stakeholders? And, most importantly, “How will we attract and inform people who will want to use the system, so that the new line will be a success?”
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