A clear service hierarchy informed by an organized brand architecture provides coherent communications and shows connectivity between services, including first and last mile. OC Transpo is in the process of reorganizing their service hierarchy with the ultimate goal of creating one seamless journey.
OC Transpo initially enlisted the expertise of Entro Communications to develop a more efficient signage program to better communicate the multiple services of OC Transpo. This goal would require a cohesive communication strategy and Entro quickly understood that the complexity of their brand architecture, with multiple identities would be a barrier to this ambition.
Simplification of the existing brand architecture to formulate a cohesive service hierarchy and develop a clear communication strategy was key and this required a rigorous assessment of the OC Transpo system.This assessment included:
- A study of typical OC Transpo trips and their associated actions shown through a Decision Flow Chart
- An assessment of OC Transpo’s brands, sub-brands and complementary brands
- An analysis of the current route structure
- A review of the existing signage program
A second step was to compare this assessment with Best Practice Brand Architectures and Service Hierarchies of global transit agencies and then to develop key recommendations. Together with OC Transpo, Entro Communications is moving into the third step of the process which is detailing an integrated service hierarchy that will be translated into the physical space.
If you would like more information on our process please contact: Laura Sellors 416-368-6988 ext.228