Character — San Francisco, USA

“As San Francisco struggles to maintain and expand its underground rail system, it’s clear that the current infrastructure was never meant for the level of traffic the city sees each day. Many of our employees struggle with the reliability of this public transit on a daily basis, and those who don’t might be more likely to consider it if the experience was improved. While new stations take years to implement, we think some modifications to current stations, including improved lighting and layout changes to entrances and ticketing areas, could drastically improve the existing experience.”

Character is a San Francisco-based branding and design agency with “a passion for launching, rejuvenating and propelling brands”. “Our goal,” they say, “is to create lasting and meaningful relationships between our client’s brand and their audience through smart thinking and thoughtful design. We aim to do this by crafting stories that touch people on a personal level, sparking a change in their everyday behaviour.”