Challenge After an extensive RFP search, CARTA awarded me with a five-year contract to rebrand its website presence, photograph its entire system and company personnel, and host and maintain their brand. In order to gain an understanding of the present brand and future possibilities, I started my process with a series of meetings to gather information and establish goals and objectives. These goals met CARTA’s following criteria: CARTA wanted their new branding efforts to help increase ridership, build community awareness, educate the public about services it provides, give new riders incentive to ride by creating a positive image, and finally, reflect the true progressive nature of what CARTA is, a friendly, “green” focused, efficient, hi-tech, professionally run, citywide transit system.
Solution From this foundational thinking, I proceeded to create a fresh new “look” filled with vibrant photos, bright colors, non-traditional headlines/copywriting, and user-friendly navigation, thereby giving CARTA the opportunity to shine and tout its accomplishments and offerings through its online presence. And since their website is the digital hub for all activities related to CARTA, I took this important opportunity very seriously and created something targeted, engaging, customer-driven, and community-focused.
Notable technological additions:
Interactive Routes and Schedule pages
A customer and employee text alert system
A community alert system
News and information pages
An easy-to-use WordPress administration backend
A trip planner
End-user scalability
A private employee-only portal with the latest employee news and information
Additionally, from an extensive three-day photoshoot, I was able to create a complete and up-to-date photographic library that allows CARTA’s story to be told visually. Of course, these photos were added to the new website, but they are also used for other forms of advertising as well: social media, training, press releases, presentations, recruitment efforts, and more.
Results I believe my best work comes from rubbing shoulders with great clients…and CARTA is a great client. The synergy I share has allowed me to create exceptional work and in turn create a lasting impression on the Chattanooga community and CARTA’s target audience. Their ridership is increasing and the perception of transit is slowly changing. This campaign continues to boost CARTA’s forward thinking reputation and I am excited to be a part of its success.
