Despite being approved by Phoenix taxpayers, roughly half of the residents didn’t know the details of T2050. While Phoenicians overall had positive perceptions of the city and its efforts, there was definitely room for improvement when it came to educating them, and ultimately exciting them, about the initiative. Our job was to not only brand the initiative for future campaigns, milestones, etc. but also build a dynamic microsite to inform and engage visitors.
In an effort to create a brand that would span the life of this 35-year initiative, we created a logo set that would allow for the evolution of the brand over time. The purpose was to have a brand that could convey change and prevent it from growing stale.
As for the microsite, it would need to be easy to navigate and hard to ignore. This meant at-a-glance specs, trackable milestones, shareable content, and measurable interaction from the audience so that we could update messaging as the campaign continued.
Even though Phoenix’s T2050 initiative wouldn’t be completed until – well, 2050, we achieved our goal of delivering something that went above and beyond expectation.
The mark was created to reference the very thing that was to change and improve within the city, the entire transportation system. By abstracting the details, we were able to create a system that can act as a designer's toolbox for future campaigns and design elements to last the span of the initiative.
As for the intuitive microsite, it utilized micro-animated infographics, customized designs for each section of the transportation initiative, and responsiveness to any device. In short, this cutting edge site didn’t just get people talking about future, it got them envisioning it.