As Central Ohio continued to grow, so did the challenge of getting people where they needed to go. The Mid-Ohio Regional Planning Commission (MORPC) wanted to increase awareness of ride-matching and alternative transportation options—and encourage more commuters to consider getting to work without driving alone.

The opportunity was bigger than a campaign. We needed to create an identity that could bring those options together under one memorable idea.

My role
Concept development · naming · messaging strategy · copywriting · voiceover

Deliverables
Brand naming · tagline development · campaign concept · print · ambient · digital · social · motion

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The challenge

Make a different way to commute feel like a better way to commute.

Transportation messaging can become functional fast: routes, schedules, traffic, emissions, commute times.

We wanted to make the conversation more inviting.

The new brand needed to encompass multiple ways of getting around, appeal to commuters with different needs and motivations, and create an identity flexible enough to live across channels.

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Starting with the name

Following the research phase, we developed three distinct naming and tagline directions for testing.

Each approached the challenge differently, but shared the same goal: create an identity that could encourage people across Central Ohio to rethink the everyday commute.

The direction that emerged:

gohio commute

From there, the name became the foundation for a larger campaign—one designed to make alternative transportation feel accessible, useful, and part of everyday life.

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Turning the idea into a campaign

The identity needed to work wherever commuters encountered it.

We brought gohio commute to life across print, digital, social, ambient media, and motion, creating a flexible campaign system with a simple, energetic voice.

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Bringing the brand to life

Motion gave us another way to introduce gohio commute and establish the personality of the new brand.

Copy + voiceover: Sara Barton

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Built to move

From the name itself to the campaign that followed, gohio commute created a flexible identity for encouraging Central Ohio commuters to consider new ways of getting where they needed to go.

The work extended across channels, but the idea stayed simple: make a different commute feel like a possibility worth considering.