TransEd Valley Line LRT

Brand Development & Implementation 

For three and a half years I was the lead designer for the TransEd Valley Line LRT communications and PR team. The project involved significant brand management and application across a variety of platforms. As the LRT line is being built as a public-private partnership, this project involved significant stakeholder management with partners from the six corporations and the City of Edmonton involved in the direction and feedback cycles. 

We worked with the stakeholder group to refine the TransEd logo. Based on an initial concept that was provided to us I adjusted the typography to be bolder, and therefore more versatile across applications. I also swapped out the dotted arrow for a composite rhomboid shape whose parts represented elements of the river valley the line was named after. This also included the development of brand guidelines that would be flexible throughout the rest of the project.

Needing to pass a lot of information to the public, the brand was applied across a large variety of digital and traditional mediums. This included business cards, informational handouts, wayfinding signage, disruption maps, digital graphics, videos, and many other materials.

One of the key challenges of the project was to provide a website that would ensure citizens were able to access information about the project, be accessible for citizens of a variety of technical abilities, and also met a series of requirements outlined in the project agreement. We lead the strategy, design and development of the website including determining the best information architecture to contain the required content for the project and how best to layout this content on the pages leaving room for the evolution of information needed over the four years of construction. We worked through both the front end and the back end of the website with the development team to ensure that the user experience was consistent and easy for both citizens and admin users. 

We also produced some community support items that required primary branding considerations for stakeholder businesses rather than TransEd itself.

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You can reach me at corey@bexon.ca, or on LinkedIn.