The JTA’s journey toward autonomous mobility began over 40 years ago with the launch of the Skyway, an automated people mover system in downtown Jacksonville. Building on that legacy, JTA’s Ultimate Urban Circulator (U²C) program aims to transform the Skyway and evolve downtown streets into a modern network of autonomous vehicles. The centerpiece of this transformation is the 3-mile Bay Street Innovation Corridor, which connects residential, commercial, entertainment, and tourism hubs through smart technologies and autonomous transit.

To support this groundbreaking initiative, JTA tasked Jones Worley with developing a bold, future-forward brand for the service’s debut. The name needed to be easy to say and resonate locally and globally, and the brand needed to spark user excitement and reflect the unique loop system. After months of stakeholder engagement and testing, the NAVI name (Neighborhood Autonomous Vehicle Innovation) and identity emerged as the top choice. Jones Worley led the branding effort—creating and vetting the name, designing the logo, typography, and color palette, developing the initial vehicle wrap, and establishing brand and style guidelines.

With the launch of revenue service, JTA is set to become the first transit agency in the nation to operate autonomous vehicles in active service—ushering in a new era of micromobility.