Detroit People Mover
The Detroit People Mover is a public transit service that opened in 1987. It is a fully automated light rail system that whisks riders through the heart of downtown Detroit, Michigan. It has become iconic for its unique elevated track, looping 2.9 miles through the city's core, and offering scenic views of landmarks like the Renaissance Center and Greektown, embodying Detroit's spirit of innovation and resilience.
Obstacle
The Detroit People Mover faced various challenges with its logo, branding, and messaging, which no longer resonated with modern audiences. Once boasting over 2 million riders a year, the system struggled during COVID-19, experiencing a steep decline in ridership. To recapture the public's attention, DPM aimed for an exciting brand refresh to reintroduce itself as the go-to transit system. Where else can you get a beautiful view of the city for FREE?
Solution
Through our strategy and discovery process, we uncovered incredible stories during our interviews with key stakeholders. These will be incorporated to showcase the people behind the People Mover! As a symbol of Detroit's urban renewal and revitalization, we honored the vintage logo while adding a modern flair to turn heads. The vibrant colors were chosen to contrast with the city backdrop, ensuring the branding captures people's attention once again.
Scope of Work
Strategy:
Discovery Session
Branding:
Logo Design
Visual Identity
Brand Guidelines
Expansion:
Print Materials
Digital Graphics