MERRIMACK VALLEY, MASSACHUSETTS

Merrimack Valley, the bi-state region of Massachusetts and New Hampshire, is home to one of the largest waterways in New England and a source of industry for centuries. Large industrial mills settled along the river starting in the early 1800s. With a history of industry and entrepreneurship, the region is also known for attracting settlers from around the world. The long history of immigration created a welcoming atmosphere for a multitude of diverse cultures.

Lawrence, Massachusetts is proudly named the “First Minority Majority City in the U.S.” With 80% of the population, Latino, it was important to design a new transit brand that would appeal to a heavily Latino audience. With a large percentage of the population from the Caribbean, the bright vivid colors seen in the building facades of Old San Juan were the inspiration for the vivid color palette for our new transit system. The brand was designed to feel uplifting, modern and create a new perception of public transportation in Merrimack Valley, one that is bold, joyful and eye-catching. Working closely with regional stakeholders, Studio Six renamed the system MeVa Transit, short for Merrimack Valley. The new name is now easier to pronounce than the former MVRTA, memorable and modern.

Fleet design is the most important element of any transit brand and directly impacts the image and perception of your transit agency. More important than your system’s logo, your rolling billboards (whether 30, 35 or 40 feet), become iconic to your community. How your system looks, what it communicates, the feeling it projects, will play a major role in how your community perceives public transportation. Studio Six designed the MeVa fleet to create increased visibility for the system with a modern look and energetic vibe.

The secret to transit marketing is to showcase all of the places the system goes with a destination marketing approach. We worked closely with riders to capture the major destinations along the routes including cultural centers, restaurants, colleges, urban centers, residential communities and of course, the beach.