Live Your Line!

In 2017, Salt Lake City’s Transportation Department developed their first Transit Master Plan that identified key objectives focused on enhancing their robust transit system. The Plan defined a new Frequent Transit Network (FTN) as a top priority, one that would offer 15-minute-or-less arrival times, late night service, Sunday service, improved routes and better connections to other transit and light rail services. In less than two years, the new system was deployed, and Salt Lake City, along with their partner Utah Transit Authority (UTA), toasted the launch of the city’s first Frequent Transit Network on August 12. This is especially momentous for our Studio Six team, who, in just six weeks developed a branded awareness campaign that included designing artful transit brochures in time for launch day. The goal of this campaign was to promote the three high frequency corridors with a fun, community-centric approach, and shift the conversation from a typical “how to ride” message to one that celebrates the neighborhoods and destinations along the routes. In support of the “Live Your Line” marketing campaign, Studio Six developed a digital and print advertising strategy and to create city-wide awareness for the enhanced transit services. Mayor Jacqueline M. Biskupski celebrates the new FTN with UTA transit riders.