After an extensive RFP search, CARTA awarded Hornsby Brand Design with a five-year contract to rebrand its website presence, photograph its entire system and company personnel, and host and maintain their brand. In order to gain an understanding of the present brand and future possibilities, we started our process with a series of meetings to gather information and establish goals and objectives. These goals met CARTA’s following criteria: CARTA wanted their new branding efforts to help increase ridership, build community awareness, educate about services it provides, give new riders incentive to ride by creating a positive image, and finally, reflect the true progressive nature of what CARTA is, a friendly, “green” focused, efficient, hi-tech, professionally run, citywide transit system.
From this foundational thinking, we proceeded to create a fresh new “look” filled with vibrant black and white photos, bright colors, non-traditional headlines/copywriting, and user-friendly navigation, thereby giving CARTA the opportunity to shine and tout its accomplishments and offerings through its online presence. And since this new website is the digital hub for all activities related to CARTA, we took this important opportunity very seriously and created something targeted, engaging, customer-driven, and community-focused.
Additionally, from our extensive four-day photoshoot, we were able to create a complete and up-to-date photographic library that allows CARTA’s story to be told visually. Of course, these photos were added to the new website, but they are also used for other forms of advertising as well: social media, training, press releases, presentations, recruitment efforts, and more.
We believe our best work comes from rubbing shoulders with great clients…and CARTA is a great client. The synergy we share has allowed us to create exceptional work and in turn create a lasting impression on the Chattanooga community and CARTA’s target audience. Their ridership has increased and the perception of transit is slowly changing. This award winning campaign continues to boost CARTA’s forward thinking reputation and we are excited to be a part of its success.
“Because of their quality of work, their ingenious creativity, and exemplary professional and personal service, Hornsby Brand Design continues to provide us with work that far exceeds our expectations.” – Veronica Peebles, CARTA Communications Manager