Klein+Klein worked with the OCTA marketing team to research and develop the name for their new account-based fare payment system. We studied similar systems from around the world, looking for patterns in naming and design in an effort to develop a name that is relevant and engaging for Orange County transit. After a series of names were developed, our recommendation for Wave was confirmed through client-led focus groups.

We used the same process to develop Wave card design options that visually support the OC Bus brand (and will support OC Streetcar).  We based the design on the crossing of three sets of stripes in the branding colors to create a sense of movement and mobility.