LA is big. Really big. Full of people from different backgrounds, cultures, and neighborhoods.
But there's one tiny plastic thing makes it feel a little smaller—and that's the TAP card.
One card connects us all.
We rebranded TAP, creating a campaign about the card and its new features.
Our new tagline and anthem posters introduced Angelenos to our campaign.
We combined neighborhood names to show riders that all of LA is just a TAP away.
Route-specific bus wraps show which neighborhoods they connect.
Placements at transit stations get the word out about TAP's features.
Our new website, card sleeves, and CRM program drive riders to register their TAP card and download the app.