Reducing reliance on language-based names is especially helpful to customers with limited English proficiency (LEP) or low literacy. Strengthen recognition of the rail lines as a convenient means of mobility connecting New Jersey with New York and Philadelphia.Our new effort reinforced the three goals of the 2003 brand identity project: Increase consistency in presentation of the brands by more closely tying together the colors and symbols.Optimize the brands for digital uses, including the website, app, and social media.Expand branding beyond train lines with new icons for bus, light rail, and paratransit.With these new needs in mind, I assembled a “can-do coalition” of colleagues to achieve three goals: The branding also needed to be expanded, from train lines only to all transit modes. I saw an opportunity to update branding designed in 2003 to meet the needs of digital and social media-savvy customers, who increasingly engage with brands through apps and social media. When I led customer experience for NJ Transit, I created a cohesive identity for all of its transit lines, including buses, light rail, and paratransit, to better convey the full reach of the third-largest transit system in the US.
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