CALGARY REGIONAL PARTNERSHIP
On-It commuter service pilot launch
// Brand development and pilot launch campaign
// On-It logo design
// Illustration used in branding material
// Fold out map and schedule design
// Website (by Peter Bishop, Collaborated on graphics and illustration)
// On-It App (In development)
// Bus wrap design
// Agency: ZGM
// Creative Directors: Leah Zukowski/Peter Bishop
// Art Direction and Design: Christina Wu
// Copy: Leisa Northcott
On-It is a Calgary Regional Partnership pilot project for a commuter service connecting Calgary and its surrounding municipalities.
To prepare for the pilot project launch with commuter services from Okotoks, Black Diamond, Turner Valley and High River into Calgary, the name On-It was selected because it is positive, forward thinking and memorable. It implied that a commuter was on the bus or getting on the board the lifestyle of using public transit to reduce the number of cars on the road and being environmentally friendly. A heavy rounded font was selected for a friendly and welcoming appearance. The font is slightly italicized to match the forward pointing arrow enclosed in a green circle to emphasize the notion to go.
Once the logo was established, illustrations and graphics were developed to be used in design materials like postcards, inserts, print ads, trade show booths, banners, online ads, social media and the website to promote the launch. Eventually, a fold out map, POS signage for ticket vendors, ticket designs with dimensional ink, bus signs, bus driver attire and bus wrap were developed for the commuter service.
The focus of the creative was to talk about the time you would get back to do the things for yourself. That you could take a snooze On-It, read your book On-It, play games on your phone or text On-it worry free of distracted driving or having to worry about poor road conditions. It gave the commuter a chance to relax on their commute into the city.