Sell public transit to a skeptical audience—upscale Southern California nightclubbers who completely hate public transit—in order to reduce:

• Downtown traffic congestion

• Drunk driving

• City’s carbon footprint

Use the power of brand to move the service to a more acceptable category—from transit to entertainment.

The WeHo PickUp—a hyper-targeted brand designed to appeal to a narrow, latenight audience:

• Suggestive name with many layers of meaning & many legs!

• Wisecracking, slangy, irreverent brand voice.

• Party-like rider experience: “Your night starts on the PickUp.”

• Striking visual theme (“West Hollywood characters in Roy Lichtenstein world”), designed to easily evolve with new colors & characters.

• Aggressive, ongoing social media push.

• Brand concept & story

• Visual identity system

• Brandbook

• Website

• Experience design

• Ongoing promotion

  • Social media

  • Advertising

  • Events