South Coast Air Quality Management District
The South Coast Air Quality Management District (AQMD) is the air quality agency covering most of Los Angeles, Orange, San Bernardino, and Riverside Counties. AQMD's Enhanced Fleet Modernization Program provides disadvantaged community members with incentives to scrap older, higher-polluting cars and replace them with newer, cleaner vehicles or ride-share options.
GNA was awarded the communications and branding portion of the project during its second funding period. With the original program plagued by confusing messaging, GNA worked with AQMD to distill the application requirements and submission process into four steps tied to simple visuals. These easy-to-understand steps were incorporated into all of the program marketing across a variety of print and digital mediums. In addition to spearheading the revised messaging strategy, GNA develop a new, more memorable program name and logo, playing up a pop culture reference to the once-popular TV series, “Pimp Your Ride.” The newly release program was so popular that it became oversubscribed within the first few weeks.
- Competitive Analysis
- Stakeholder Interviews
- Sketching & Conceptualizing
- Design & Typography Package
- Communications Strategy