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MARTA Breeze Card

PROJECT DESCRIPTION

In just 10 weeks, Jones Worley developed a name, logo and card design for MARTA’s smart card program – and kept the implementation on schedule to avoid a $1 million penalty. The winning name, Breeze, was unanimously selected as the top choice by each customer group – including lifestyle, lifeline, frequent and occasional customers of different ages and ethnicities – as well as employees at all levels.

Jones Worley was intimately involved in the branding and phased rollout of Breeze Card for three years. As a strategic partner, the firm worked with MARTA to transition 100% of its customers (more than 500,000 daily riders) from an outdated token and magnetic and swipe

CLIENT

Metropolitan Atlanta Rapid Transit Authority (MARTA)

LOCATION

Atlanta, Georgia

ASSIGNMENT

Brand development and system launch

card fare collection system to state-of-the-art smart cards. This feat had never been accomplished in the U.S. before.

Jones Worley assisted the Breeze team in all facets of the program, which included garnering employee support for the Breeze card and increasing customer and community awareness about the impending transition. Throughout the process, Jones Worley provided strategic recommendations on identifying and minimizing challenges and incentivizing customers to have needed behaviors at the appropriate milestones.

The overwhelming support made the decision process easy for the project team, general manager, and MARTA board. In addition, the new system has helped MARTA improve its image among key target audiences including customers, the business community, and influencers. More than 420,000 cards were distributed during these three phases, and in 2004, the Breeze name and logo received an American Corporate Identity award.