WORK
The Hop
SERVICES
JAN 2024 — MAY 2024
BRANDING | MARKETING | PRINT
Project Overview
The Hop is a modern electric streetcar system operated by the City of Milwaukee that runs through Downtown Milwaukee, Wisconsin and nearby neighborhoods. As the future of public transit, The Hop presents Milwaukee citizens with a unique opportunity to foster connection and cultivate art as a central part of the city.
I was tasked with rebranding a business that operated in my home town and creating a comprehensive brand identity kit for it based on a logo inspired by an animal of my choice. Packaged into a summative brand guidelines PowerPoint presentation, this kit included a new logo suite, color palette, typography, iconography, posters, brochures, social media posts, and strategic activations.
Key Messaging
Accessible transportation is a human right
Knowing your city is knowing your community
Public transit can be a ticket to adventure
Safety
Innovation
Culture
Clouds
HEX: #FFFFFF
RGB: (255, 255, 255)
CMYK: (0)
Clear Skies
HEX: #76D1F4
RGB: (140, 207, 240)
CMYK: (48, 0, 1, 0)
Sunshine
HEX: #FCB343
RGB: (241, 182, 89)
CMYK: (0, 33, 83, 0)
Horizon
HEX: #0098bf
RGB: (0, 152, 191)
CMYK: (79, 24, 15, 0)
Petrol
HEX: #155C72
RGB: (44, 91, 112)
CMYK: (91, 55, 40, 18)
Final Thoughts
Given second-hand research indicating some Milwaukee locals believe The Hop’s service is limited to only touristy locations across the city, my visual solution transitions the original branding from its boxy, sophisticated look to a new, more family-friendly identity. Selecting the rabbit as the centerpiece for its new logo acts as a visual pun, almost like an inside joke that the whole city can be in on. These choices paint The Hop as playful and welcoming which aids in its initial purpose to serve as a guide to the heart of Milwaukee.
Credits: Tim Hiltabiddle (Supervising Professor)
