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The SFMTA (San Francisco Municipal Transportation Agency) is one of the oldest transit systems in the world, established in 1912, and also one of the greenest fleets.  It is a large part of San Francisco's identity, yet due to sluggish service and trying to accommodate the increasing city population, their reputation and brand integrity have been compromised.  Is there a way to build brand trust within the local community?

*This design project was a 2-week long, school-initiated exercise, meant to provide a hypothetical cause for students to think critically around.  My project team consisted of 2 other UX Design Immersive Students; Mike Young & Phil Klug.