A mixed media designer who’s passionate about crafting impactful & meaningful design via intentional storytelling.
for UW Student Life
Loop: Redefining Public Transit
Loop is a public transit navigation service. It creates a safer, more connected public transit community through enabling contribution and easy access to navigation information for all. Loop facilitates a space of exploration and community-building by encouraging you to interact with the people and spaces around you. It’s available through a mobile app, kiosks in transit centers, and physical route cards.
Loop is a public transit navigation service. It creates a safer, more connected public transit community through enabling contribution and easy access to navigation information for all. Loop facilitates a space of exploration and community-building by encouraging you to interact with the people and spaces around you. It’s available through a mobile app, kiosks in transit centers, and physical route cards.
Team: Sofia Arellano & Lee Hardisty
Timeline: Spring 2025, 10 weeks
Tools: Figma, Illustrator & After Effects
Defining A Friendly
& Functional Brand
& Functional Brand
When tackling the visual identity of our service, we referenced our three core brand statements: Loop is functional yet friendly, efficient yet exploratory, and cautious yet confident. In a world where public transit is overly utilitarian and bare-bone, we aimed to create a visually exciting public transit service. One that is efficient, accessible, playful and collaborative. We embraced a “loopy” visual style, emphasizing curvature and vibrancy.
Safety At The Forefront
After rounds of interviews, our team concluded that safety was the main concern for most public transit users. Public transit is perceived as unsafe and individualistic, discouraging ridership. In order to facilitate a space that prioritizes safety, we integrated an alerts questionnaire and a trusted contacts feature into our service — giving riders a fast and easy way to communicate and build a community through trust and reciprocity.
Simple & Accessible Transit For All
Public transit services primarily favor phone users, providing them access to a variety of safety and community features at their finger tips. Through the integration of kiosks at physical transit stations, Loop equips non-phone users with an accessible and safe transit experience. Allowing anyone to create routes and retain information via physical cards.