Research and Engagement

Through our public outreach and audits of the Rail Transit Network’s existing wayfinding tools we determined that the customer complaints related to navigation challenges are rooted in the lack of consistent brand presence and information hierarchy.

To create a more intuitive transit experience, we needed to start with the brand and then extend our focus to the development of a clear and concise visual vocabulary and information hierarchy. The establishment of a clear brand hierarchy is one of the most crucial factors in developing a cohesive multi-modal system that spans across large geographical areas. By clearly defining transit services and route hierarchies, a user can better perceive the entire network as one cohesive, holistic system.

Research Workshops

Interviews and workshops were held to understand the goals, perceptions, and aspirations of SEPTA stakeholders, including riders across all segments. It was important to better understand what riders’ expectations are in terms of mobility choices, as well as their familiarity with and knowledge of the system.

This understanding enables SEPTA to foster an inclusive and welcoming tone that speaks to the diverse needs of the community. Some groups represented in our engagement include:

• SEPTA Citizens Advisory Committee (CAC)
• SEPTA Youth Advisory Council (YAC)
• Advisory Committee for Accessible Transportation (SAC)
• Transit Forward Philadelphia
• 5^th Square
• Transit Riders Union
• Nationalities Services Center
• HIAS
• Philadelphia City Planning Commission
• Clean Air Council

Brand Analysis

During our brand analysis we reviewed existing SEPTA brand standards and application throughout the system.