South Florida Regional Transportation Authority

Branding, Marketing and Launch

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.


Similar projects

State Road and Tollway Authority (SRTA)

State Road and Tollway Authority (SRTA)

MARTA Breeze Card

MARTA Breeze Card

Similar projects: MARTA Breeze, GA; SFMTA/Muni Clipper, CA; Port Authority of Allegheny County ConnectCard, PA; St. Louis Metro Gateway, MO; Sacramento (SACOG) Connect Card, CA; Capital District Transportation Authority Navigator, NY; JTA STAR Card, FL

Related projects: SFTRA/Tri-Rail wayfinding strategy and signage design, FL; SFTRA/Tri-Rail regional transportation study, FL

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