Already armed with a regional name, Easy Card, SFRTA-Tri-Rail engaged Jones Worley to use its expertise in fare collections to develop a program unique to the Authority. Jones Worley developed an overall brand strategy, designed the look of the smart card, and created graphic standards to guide the look of the Easy Card program signage, equipment, and marketing efforts.

Jones Worley also worked with the Authority’s project team to develop a strategic communications plan and targeted collateral to transition customers; conducted a wayfinding audit with Easy Card signage recommendations and designs; and guided the Authority’s transfer agreement policies with Miami-Dade Transit, Palm Tran and Broward County Transit.