The Transit Authority of River City (TARC) had begun offering free trolley service around downtown Louisville, Kentucky, but not many residents knew about it. To increase awareness, TARC asked us to create an awareness campaign using the transit board built into its existing bus stops. Our solution was to create short headlines where one of the characters was the letter “T.” This allowed us to replace it with the trolley stop symbol, reinforcing what to look for to board a free trolley.
