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Transforming Perceptions

Transforming Transportation ConferenceWorld Bank & World Resources Institute Washington DC, January 14, 2010

Presented by Maya EmsdenLos Angeles County Metropolitan Transportation Authority

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Objectives

• Increase ridership• Improve perception• Increase funding

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Our Competition

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The Way We Were

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Separate Identities Created Confusion

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The ‘Welcome’ Mat?

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Inconsistent Look/Schemes/Personality

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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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Before: Inconsistent Look/Personality

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After: New Campaigns Target Customers

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Custom Photography

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Updated Maps

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Art Program Engages Community

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Destinations “Through the Eyes of” Local Artists

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Metro Customer Center…Before

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…and After

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Customer Environments

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Professional Recognition

• Over 75 Art and Design Awards• Named America’s Best Transportation

Agency• Received International ReBrand Award

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Improved Perception & Increased Ridership• The public perceives us better…

– ‘Strongly Favorable’ up 17%– ‘Unfavorable’ down 15%

• Our customers are more satisfied…– 78% say service is better– 81% say Metro’s image is improving– Discretionary riders increased from 22% to

29%– Highest level of new rider growth in our

history

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Celebrate Project Delivery

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Celebrate Project Delivery

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Position 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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November 2008: Sales Tax Passes

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Uninspiring Data Presentation

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Results

•Higher ridership • Improved perceptions/survey results

•Voter approval of sales tax measure • Increased political

awareness/funding (?)

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Lessons Learned

•Art & design can transform perceptions

•Quality design can deliver results

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Thank you.

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