Design in its pure sense is problem-solving. The challenge PPO&S was tasked with by Pennsylvania Department of Transportation (PennDOT) was to take an existing PennDOT/Amtrak® leisure travel presence and create a companion identity that encouraged people to commute to work by train.

Our solution? First, we developed a companion commuter logo for the existing leisure one and developed a website that touted the benefits of taking the train to work.

Next, we developed an overarching brand messaging device that would allow us to promote either leisure travel or commuting by train. We created the foundational message of “Get there” which featured the flexibility to tout the various benefits of rail ridership with the addition of a simple descriptor.

Proof of the validity of this flexible strategy was delivered as we applied the “Get there” approach to a wide variety of mediums — pre-roll video, radio, digital ads and social media.

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