Hudson Link
Creating a brand experience for a new Hudson Valley transit system.
Challenge
Hudson Link is a major initiative to unify and upgrade transit in the Hudson Valley. To succeed, the program needed a diverse set of infrastructure and providers to display the brand identity clearly and consistently on vehicles, signs, bus shelters, mobile apps, ticket kiosks, schedules, and even employee apparel.
Thoughtful hierarchy and organization of the guidelines led to immediate use by the NYS DOT, its transit operator and external vendors.
Approach
LVCK worked as the graphic design experts for Billings Jackson Design’s team to uncover the opportunities for branding across the transportation system’s line-wide items. We authored branding guidelines to explain every application of the brand for print, digital, vehicular, and infrastructure use. LVCK also designed the Hudson Link system map.
Arup directed the planning and implementation of the system and looked to LVCK to ensure the successful application of the brand guidelines across the touchpoints. LVCK’s thoughtful hierarchy and organization of the guidelines led to immediate use by the NYS DOT, its transit operator, and external vendors. We also tested the signage in a few stations first to identify refinements to include in the final written standards.
As a result, travel between and within Rockland and Westchester Counties is becoming easier and more pleasant.