Project:
The biggest infrastructure project in Minnesota, The St. Paul Green Line Light Rail made its inaugural run on June 14, 2014. The Green Line runs from Target Field to Union Depot in downtown St. Paul. The historic launch included nine community celebration events, at which 250,000 guests were expected to turnout for a free ride. Hired as a project manager to help develop community celebrations for two out of the nine event sites, I was also tasked with concepting some day-of collateral pieces for guests.

Challenge:
To create a piece of collateral that would encourage guests to leave the train and explore the community events along the Green Line. It had to be inexpensive to print in mass quantities, simple for volunteers to produce and distribute – and, most importantly, an engaging commemorative piece. As a long term goal, the piece needed to entice Green Line riders to return to the neighborhood for shopping, dining, and entertainment.

Solution:
Using previously branded logos for each neighborhood, we concepted a commemorative rider card for each of the nine community events. Riders could pick up a pin at each of the stops and attach it to the card, which also included a map and a calendar of summer events. There were a limited number of buttons (10,000 for each station), creating an incentive to collect them.

[Note: The Met Transit creative team handled the final design and production of the cards and buttons.]