Burbank TMO new brand identity and website

The City of Burbank’s Transportation Management Organization (BTMO) has been in operation since the early 1990s and works with employers in the City of Burbank to help their employees connect with transportation options to reduce drive alone travel. Hoping to better serve the needs of a changing and growing group of local developers and employers, the BTMO Board of Directors selected Steer to operate the organization as Executive Director in November 2017. Steer’s first year has been focused on updating the organization’s marketing and operations by refreshing the communication plan, redesigning the brand and website, re-evaluating the annual survey process and establishing new partnerships.

Supported by a multi-disciplinary Steer design and web team in London and LA, Project Manager Julia Wean translated the Board’s vision into a more strategic and impactful new brand identity and website. Replacing the old logo’s look and feel, the new one’s dynamic shape is derived from the forms created in movie credits and from the hills of the Burbank landscape. It simultaneously represents movement, the City’s main industry and the BTMO’s mission of travel behavior change. The complementary design guidelines provide a vibrant, bold and clear color palette, typeface, icons and photos that speak to the BTMO’s specific mission and audience.

The new website is clear, simple and easy to navigate. It features a traffic map with real-time traffic and transit information on the home page, a blog profiling different commuters in Burbank each month, and a “Get Around” page offering an array of options on Burbank-specific transportation. Early feedback from Board members about the new website has been very positive. One said, “The website looks good!” Another added, “The new site looks great!” And another noted that, “The site seems easy to move around and it has lots of options. Nice job.”

In addition, Steer initiated a new outreach and communications plan by distributing a bi-weekly email and increasing engagement through all social media channels. The BTMO had previously sent member contacts weekly construction notices instructing drivers about routes to avoid. While traffic is a major concern for Burbank commuters, we felt that merely forwarding along traffic notices would not be successful in changing travel behavior. Now a summary of construction updates is included in a bi-weekly email that also highlights news relating to public transit and active transportation.

Social media trends since November 2017 have also been positive. We have updated all social media handles to @theBTMO for ease of use, and more followers and engagement has led to an increased internet presence. As we embark on BTMO Management Year 2, we are excited to advertise our new brand and site as we communicate our message of behavior change to many more commuters.

Learn more about our work with Burbank TMO on our projects page.