ON THE GREEN LINE

BRANDING / CAMPAIGN

Change is good, but change can be hard. When the Metropolitan Council kicked off the construction of the Green Line light rail running between the Minneapolis and Saint Paul, much was disrupted – traffic, parking, and businesses, lots of small business that would certainly suffer due to the disruption. We focused on the neighborhoods and the businesses within them, creating destinations and sharing the incredible variety of goods and foods these small restaurants and shops had to offer. Quite honestly, we just needed to get them our there and they sold themselves. They are that cool.

First, we created logos for each neighborhood district. Each area is special in its own way, and we wanted to capture that with a unique icon.

Next, we focused on the small, local businesses within those neighborhoods. Each one had a wonderful story to tell, and tell them we did.

We told them through print ads, billboards, bus sides, bus shelters and more.