Case Study:
OC Vote Branding
In October 2025, OCTA replaced its 24-year-old fare collection system with the new Wave fare payment system. It was a major step toward modernizing fare collection and enhancing the convenience and affordability of travel on OC Bus. In advance of this 10-month transition we assisted in the development of the system name, branding, and card design.
Name and design research
We looked to successful fare collection payment programs from around the world and studied key patterns in naming and card design. During our research we determined that Wave made a logical connection to the culture and attitude of Orange County, California.
Developing the word mark
Once the name was selected, we began on word mark studies. The design criteria centered maintaining the connection between the system name and OC Bus. We used the same font as OC Bus, Avenier Bold, as our starting point for the word mark. Our challenge was the letter W. We made slight modifications to the angle so that the letter slid easily against the A. The design became a zig-zag of angled strokes until the last letter!
Designing the reusable card
The card design was critical because it would become the face of the new fare collection payment system. The design would eventually be on reusable cards, online, and part of the mobile app. We developed a wide range of design options with the focus of maintaining a strong connection to the OC Bus brand. The color, striping and font design were part of this effort.
Visual testing
A series of photography sessions helped us test the card in the actual environment and prepare key images for use in the Title VI Public Involvement Plan (PIP) that placed customers at the forefront by gathering and analyzing public feedback of the fare collection system program and the branding.
Next steps
With approval following the Public Involvement Program, we developed many collateral options and design support for the Wave section on the OC Bus website. These elements included the retail packaging, mobile app screens and App Store graphics for both Apple and Android platforms. The final step included the Wave launch campaign that started in September leading to the October 2025 launch date.
