Lowcountry Rapid Transit
Graphic Design
Branding, Advertising, Public Relations, Marketing
This project was designed as part of my employment with HDR.
The PROJECT
Lowcountry Rapid Transit, locally known as LCRT, will be South Carolina’s first mass transit system. Connecting the Ladson Fairgrounds to Downtown Charleston, LCRT will provide a safe, reliable, and low-cost mobility alternative to tens of thousands of area residents and visitors. While a project brand already existed, it needed an update that would better fit the system’s daily operations and address community feedback that expressed worry about mass transit detracting from the historic and homegrown feel of the Charleston area.
The STRATEGY
Another key consideration was the fact that the transit system will expand over the next decade and beyond to include up to 12 different lines/routes. These routes need to be easily identifiable for riders while meeting ADA and Section 508 standards for color contrast, font size, and digital presentation. Working with HDR’s architecture, engineering, and wayfinding teams was key to creating a design system that could be applied to all potential use cases.
The Results
With all of the considerations outlined above, it was important that the brand present itself in a confident and inspirational way while staying true to its locally grown roots. It was important that brand colors, fonts, and design elements felt at ease with the historic architecture and natural beauty of the city. Scroll through the brand guide below for more details.