NETWORK BRANDING
Overview
I collaborated with the Growth and Product team to create a unified brand strategy for San Diego, consolidating multiple services into a cohesive network while allowing each service to maintain its own identity.
The Challenge
Develop a scalable brand system that connected multiple services while remaining distinct through colors, geographic naming, and visual identity, including a dual-element logo to reinforce Via’s brand and differentiate each sub-service.
The Solution
I designed a scalable brand framework, vehicle wraps, and visual assets that established a consistent network language while allowing service-level differentiation. The dual-element logo system maintained brand recognition across sub-services.
What I Delivered
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Scalable brand system and campaign for multiple services.
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Vehicle wrap designs reinforcing recognition and consistency.
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Dual-element logo system balancing Via’s brand and sub-service identity.
Impact
Since launch, Via San Diego has expanded to three zones, with a fourth expected in 2026, helping riders easily identify services while strengthening the overall network brand.
Credits: Robbie Santos, Alexandre Onish, Grace Kim, and Mathilde Biganzoli.
Brand /
Via San Diego ​
Role /
Principal designer
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Via San Diego unified brand system
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Via San Diego | Mid-City GO sub brand
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Via San Diego | El Cajon sub brand
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Via San Diego | Southeastern Connect sub brand
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