Faster, more efficient transportation services to areas of high-traffic solve a growing problem in most American cities. This includes the metropolitan area of Omaha, Nebraska where commute times have increased as suburban expansion patterns continue. However, the general perception of public transportation is very poor. The preliminary Market Research Survey revealed that consumers regularly chose rideshare services or personal vehicles due to their dramatically improved convenience, speed, and price. Subsequently, this brand must meet its target consumers where they are and prove that it offers the best option by far. Equally important is the implementation of a wayfinding system built for the inclusiveness of the 21st Century. This will feature gender-neutral signage, foreign language translations, and a color/pattern system built with the visually impaired in mind.

This design project presents a comprehensive branding and wayfinding system for this new rail transportation service. The Omaha Metro gives riders a ticket to a new life through saving their time, eliminating their stress, and reducing transportation costs. They alleviate Omahan commuter woes, interconnect key areas of commerce and culture, and increase the mobility of those with no form of personal transportation.

The previously mentioned Market Research Survey shows that a majority of urban young adults semi-regularly use rideshare services for the purposes of: Night Life(77%), Travel(58%), Concerts & Events(32%), and Dining(27%). In addition to this, the three most important factors for consumers' transportation decisions were Convenience, Speed, and Price.

Subsequently, this brand targets those who are most likely to be swayed away from personal vehicles and rideshare services; 21-30 year olds. Although a large number of people spend their daily commutes on the Metro, marketing emphasis needs to be on the leisurely activities. Public transportation suffers from a poor public image in this demographic so the Omaha Metro brand must discard the nuances of past subway systems. Rusty signs with nothing but primary colors and Helvetica will be forgone in favor of a high-energy palette, dynamic patterns, and modern iconography that maintains a visual hierarchy that is easy to use and understand.