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JTA First Coast Flyer BRT

PROJECT DESCRIPTION

JTA ridership was at an all-time high due to changes like route optimization and real-time passenger information that improved customer experience and made it easier than ever to ride JTA. By building on the changes brought about by route optimization to improve mobility, JTA developed the First Coast Flyer, a bus rapid transit system that would go downtown, to the beaches, and to northern and southern segments of the city.

For nearly two years, the firm worked on every aspect of campaign development. In establishing a brand identity for the new system, the Authority called for including “First Coast” in the name. The native flying fish, a delight to watch and a symbol of good luck, was incorporated into both the name and easily identifiable logo.

CLIENT

Jacksonville Transportation Authority (JTA)

LOCATION

Jacksonville, Florida

ASSIGNMENT

Naming, branding, strategy, advertising, outreach, and collateral development

Jones Worley’s comprehensive suite of services for the First Coast Flyer has included the design of signage for bus shelters, bus stop totems, and bus wraps for the new compressed natural gas (CNG) vehicles ordered for the bus service. To promote the service, Jones Worley created informational collateral, bus shelter totems, and presentation materials for the Authority’s CEO and executive leadership team. Included in the informational collateral are: “pocket pal” brochures for bus operators; rack cards with route information for customers; and larger, more traditional brochures and other branded items for use at ground-breaking events attended by local and national Department of Transportation and Federal Transit Administration officials, business and community leaders and other dignitaries.