Santa Cruz METRO - UX and Rebranding
For this project, I was challenged to improve the user experience for a local transit station, Santa Cruz METRO. In addition to the experience design, I also rebranded SCM, bringing it into a more modern space and improving consistency across all platforms.
Design Process
Sketches + Digital Drafts
Logo Development
Color and Typography
I didn't stray too far from the existing color palette. The rebrand still feels familiar to users, and the current colors are representative of the Santa Cruz landscape. Blue skies, sunny days, beaches, and wildlife. Each new color has been named after an endangered or at-risk species in the Monterey Bay, to support SCM's One Ride Initiative.
Navigo is highly readable, legible, and simplistic. This makes it ideal for reading up close, at a distance, or quickly in passing (in a busy bus station). In fact, it was made for wayfinding. Navigo was designed by Ilya Ruderman & Yury Ostromensky with CTSM fonts, for us in the Moscow City District Identity.
Iconography
Before and After
Exterior - Before
Exterior - After
Ticketing Stations - Before
Ticketing Stations - After
Ticketing
E-tickets can be accessed online, or QR code on the back of the physical ticket.
