Metrolink is Southern California’s regional rail system – and a backbone of its riders’ daily life. Despite their breadth of services, they were struggling with low brand awareness and a consistent identity. After years of creating dozens of separate marketing initiatives that fractured a larger brand message, they were open to unifying their efforts behind a year-long awareness campaign.

The cool thing about a brand like Metrolink is there are no real competitors. It’s a rare and beautiful thing in the branding space, and it didn’t take long for me to conceptualize the platform: THE LINK BETWEEN. This created a flexible, fill-in-the-blank structure that worked for any initiative throughout the year (and beyond) and got to the heart of Metrolink’s value. Metrolink is the link between you, and everything that matters. Work, fun, family, school, adventure. It also made the feeling of going tangible. When you’re in transit, you’re in between. This also doubled as the campaign tagline, which was so catchy that riders started commenting their own version, unprompted.