Sun Metro RTS Naming Presentation | 09.13.11 : RTS Naming - - PowerPoint PPT Presentation

Sun Metro

RTS Naming Presentation | 09.13.11

Create a name for Sun Metro’s Rapid Transit System (RTS). The name must have “distinct compatibility” – so that it can feel like an extension

• f Sun Metro, while still expressing its own identity and personality.

Our name must be optimistic and energetic. RTS is a creator

• f connections, ability and opportunity for busy, progressive working
• people. Our name must capture imaginations and stick in memory banks.

Sun Metro’s RTS is about moving with purpose and making things

• happen. It is about the future of El Paso, and it will help this city and

its riders “be more, driven.”

assignment

Brand study

• Mass Transit Department Board
• Employees
• Key Stakeholders
• Sun Metro Citizen’s Advisory Council

Brand strategy development

the process

Two rounds of name development

• Round 1 : 13
• Round 2 : 4 + 9

Committee review Survey measuring committee reactions on key qualities

the process (continued)

Intriguing/interesting Easy to use/say Connection to El Paso Forward-thinking Empowering Easy to remember Conveys aspects of service Connection to Sun Metro Optimistic

key qualities

three names moved to the front of the pack

BRIO

Brio literally translates into excitement, verve and energy. It’s a quicker, more dynamic way to get around town and it means an exciting future for the city.

PRISA

Spanish for “rush.” For commuters in a hurry, Prisa is, in a word, a perfect description of how the RTS will navigate through traffjc. And it’s creative, modern and just plain cool to say.

BREEZ

Breeze through life and traffjc with ease. This new transportation option is a breath of fresh air. Plus, the Spanish translation is brisa.

Test names with these groups:

• Mass Transit Department Board
• Sun Metro employees
• Sun Metro Citizen’s Advisory Council

next steps

Make final name selection Begin logo/identity development

next steps

(continued)