San Diego Metropolitan Transit System
The Challenge
San Diego’s two transit agencies, the Metropolitan Transit System (MTS) and North County Transit District, needed a single identity for their shared fare system. Civilian named it PRONTO, a word that reads as “quick” or “ready” across languages, and blended MTS red with NCTD blue into a purple both agencies could own. For MTS’s ridership marketing, we also divided the region into five zones, each with its own audience profile and media plan.
