Challenge

• Valley Metro needed clear, accessible, and visually consistent transit materials for riders across the Phoenix metro area

• Existing signage, maps, and printed materials were outdated or difficult to navigate

• The Transit Book, Kiosk displays, and Guide‑A‑Ride signage required a full redesign to improve usability

• Marketing campaigns needed stronger visuals to increase ridership and public engagement

• The organization needed a designer who could manage large, complex projects with multiple stakeholders and tight deadlines

My Role

• Graphic Designer & Project Lead for major system‑wide design initiatives

• Responsible for redesigning the Transit Book, Kiosk displays, and Guide‑A‑Ride signage

• Supported marketing campaigns with high‑impact visuals

• Collaborated with planners, engineers, and communications teams to ensure accuracy and clarity

• Helped improve rider experience through accessible, user‑centered design

Process

Transit Book Redesign

• Conducted a full audit of the existing Transit Book to identify issues with readability, layout, and navigation

• Reorganized route information to make schedules easier to understand

• Improved typography, color hierarchy, and spacing for better accessibility

• Designed a cleaner, more intuitive layout that helped riders quickly find the information they needed

• Coordinated with planning teams to ensure accuracy of all route and schedule data

Kiosk & Guide‑A‑Ride Signage

• Updated system maps, stop signage, and kiosk displays to improve clarity and consistency

• Simplified complex information into easy‑to‑read formats for riders of all ages and abilities

• Ensured ADA‑friendly design standards, including contrast, font size, and layout

• Worked with engineers and operations teams to ensure signage matched real‑world placement and rider flow

Marketing & Ridership Campaigns

• Designed promotional materials to support ridership initiatives and public outreach

• Created graphics for print, digital, and on‑system advertising

• Ensured all campaign materials aligned with Valley Metro’s brand and messaging

• Collaborated with the communications team to refine visuals and improve engagement

Cross‑Functional Collaboration

• Worked closely with planners, operations staff, and communications teams

• Managed feedback loops, revisions, and approvals across multiple departments

• Ensured all deliverables were accurate, on‑brand, and ready for public distribution

• Supported tight deadlines with organized, efficient workflows

Outcome / Impact

• Improved clarity and usability of the Transit Book, Kiosk displays, and Guide‑A‑Ride signage

• Enhanced rider experience through cleaner, more accessible design

• Increased ridership through more effective marketing and communication materials

• Strengthened brand consistency across all system‑wide visuals

• Supported Valley Metro’s mission to provide clear, reliable, and user‑friendly transit information

• Delivered high‑quality design work that reached thousands of riders across the Phoenix metro area