D2A2 Branding Case Study
About the Project
The Regional Transit Authority of Southeast Michigan had plans to launch a brand-new bus service for travelers and commuters between Ann Arbor, Michigan, and downtown Detroit. The city of Detroit is commonly referred to as “The D” and Ann Arbor is commonly referred to as “A2” (A squared). The project included naming and branding along with a media campaign and other promotional deliverables. Thus, a shortened name emerged from Detroit to Ann Arbor, becoming D2A2.
Reports and research were provided to help inform the project approach. InVerve created a project brief, plan, and budget with input from all stakeholders. With more than a dozen people in the decision-making group, the strategy and solutions needed sign-off by all stakeholders.
After a first-round presentation of numerous options, feedback was taken into account and refinements were made to arrive at a final solution that could be tested in market. The selected logo was well received and rolled out to become an easily identifiable brand in the market.
