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 so that it would be relevant and engaging for transit riders in Orange County. After a series of names were developed, our recommendation for Wave was confirmed through client-led focus groups.

With the Wave card, we worked through the same process to develop card design options that would visually support the OC Bus brand and eventually OC Streetcar while creating a sense of movement and mobility through the crossing of three sets of stripes in the branding colors.