Dual Track Design

Building a solid brand is hard. Not to mention changing perceptions while you’re doing it. Unifying a regional transit brand across two states and four major metropolitan areas with 2.34 million people, ALL of who have a very acute sense of civic pride, is a lesson in design diplomacy.


Civic design projects are something of a calling for us. This time it was a co-branding opportunity for KC’s regional transit system as well as the streetcar, the next adventure in public transportation.

For the Regional Brand, led by the KC Area Transportation Authority, we would need to create an umbrella name and identity that would unite all of the various metro operators and give riders one source for information. It would also create one consistent signage system, one map, one website and one fare card.

The name, RideKC, was consistently rising to the top. It’s simple and memorable. It works with a pure and directional URL, RideKC.org. It fits with the nomenclature that has been bubbling up in our city for the last decade through regional organizations like BigKC, IgniteKC, VisitKC and SportingKC. And it reflects exactly what the rider is looking to do: Ride transportation around the greater Kansas City area.

The website needed to explain the new unified collaboration between the regional operators in a way that would satisfy rides on both sides of the MoKan state line.