GRTC Transit System
Developing A New Customer Communications System
GRTC Transit System in Richmond, Virginia asked Cahoon & Cross to develop new customer communications that would help riders navigate their system. The goal was to increase ridership with current customers and attract new riders with convenient, easy-to-understand route and
schedule information. The challenge was consolidating GRTC’s 65 routes, each of which had its own brochure, into easier-to-use and understand materials.
Navigating The City
By First Navigating The Transit System
Cahoon & Cross recommended a study on how people navigate and what approach should be taken to develop new communications materials. The research showed that people navigate better when they have many ways to access and visualize information. As a result of this finding, the agency
created materials that grouped routes by color, developed graphic guidelines for developing materials, and designed a series of simple maps with varying degrees of detail. The new materials also included route descriptions, and a guide showing which routes could be used to reach
destinations like hospitals, government agencies and shopping areas. View Collateral
Not Only Did We Create A “Ride Guide,” We Became One.
The materials have been enthusiastically received by GRTC employees and riders alike who are finding that It’s so easy to ride GRTC.