Tap. Ride. Go.

Naming, Brand Identity, Campaign System

Millions of Metro riders now use three simple words that didn't exist before this project.

When WMATA introduced contactless fare payment across its transit system, the technology was ready, but the public wasn't. Riders needed to understand that they could now pay with the credit card, phone, or smartwatch already in their pocket, eliminating the need for a SmarTrip card in many situations.

Working alongside the team at WHITE64, I helped transform a technical feature called Open Payment into a customer-facing campaign built around a new name I created: Tap. Ride. Go. From brand strategy and messaging to environmental graphics, advertising, social campaigns, bus activations, parking, and digital experiences, the campaign became the public face of one of Metro's biggest rider experience improvements in years.

Designer/Art Director: Matt Hodin

CD: Alex Belgrave

Copywriter: Mike Stango

Agency: WHITE64

Made throughout 2025 & 2026

BACK

THE STORY

01 – FROM FEATURE TO BRAND

Metro came to us with an exciting announcement, but not yet a campaign.

Their fare system had been upgraded to accept contactless payment across rail, buses, and eventually parking. Riders could now pay using a physical credit card, mobile wallet, or smartwatch instead of purchasing a SmarTrip card.

Internally, the initiative was simply known as Open Payment, a technically accurate name that explained the infrastructure but not the customer benefit. Our job wasn't simply to advertise a new payment option. We needed to create a language and visual system that would help millions of riders instantly understand what had changed and why it mattered.

TAP.
RIDE.
GO.

02 – NAMING THE EXPERIENCE

The biggest decision wasn't the logo. It was the name.

Rather than describing the technology, I wanted the language to describe the rider experience. Three simple actions; tap. ride. go.

Each word represents a step in the journey while also creating a memorable rhythm that's easy to read, say, and remember. Compared to "Open Payment," the new name transformed a backend technology into a customer experience.

This became the official name used by Metro across rail, bus, parking, web, advertising, and social media.

03 – DESIGNING A FLEXIBLE CAMPAIGN SYSTEM

The campaign couldn't live in one medium.

It needed to work across dozens of physical and digital touchpoints while remaining immediately recognizable.

That meant creating a consistent visual language flexible enough to scale from:

station signage
faregate graphics
fare machine wraps
digital screens
bus shelters

social media
website assets
parking garages
print
rider education

04 – MEETING RIDERS WHERE THEY WERE

Rather than launching everything simultaneously, Metro introduced Tap. Ride. Go. in phases. The campaign evolved alongside the technology itself, beginning with rail before expanding to buses and eventually Metro parking.

Each phase introduced new rider behaviors, new environments, and new communication challenges while remaining visually connected under one campaign.

RAIL

BUS

PARKING

05 – BEYOND ADVERTISING

As the campaign evolved, we explored additional messaging platforms, including Pay Any Way, a social-first concept that highlighted the flexibility of Metro's new payment system. While Metro ultimately consolidated communications under the Tap. Ride. Go. platform, these explorations helped shape the campaign's broader voice and rollout.

RESULTS

The new brand reimagines the most recognizable element of the identity: the square.

17M+

TRANSACTIONS

65%

METRO FACILITIES ACTIVATED

10M+

TRIPS

150K

PARKING PAYMENTS

225K

BUS TRIPS

For HER

As the campaign expanded across Metro's network, Tap. Ride. Go. became the public-facing identity for one of the largest rider experience improvements in WMATA's recent history, helping millions of customers adopt a faster, simpler way to pay.

A FLEXIBLE VISUAL SYSTEM

Beyond the logo, the rebrand introduces a cohesive system designed to work across a wide range of applications.

COLOR

The palette is anchored by a bold, signature orange, supported by a range of secondary colors inspired by the region’s landscapes, culture, and energy. This expanded palette allows for more expressive storytelling while maintaining strong brand recognition.

TYPOGRAPHY

A modern geometric sans-serif typeface brings clarity and consistency to the system. The typography improves hierarchy across headlines, body copy, and calls to action, creating a more polished and cohesive reading experience across all materials.

THE WINDOW

At the center of the identity is the window device, derived from the square icon.

This simple form becomes a powerful storytelling tool—framing moments across Fairfax County, from historic sites and museums to outdoor adventures and cultural experiences.

It introduces structure to layouts while keeping the system flexible and dynamic. The result is a visual language that feels consistent, but never repetitive. The window creates a consistent entry point into the brand, giving each piece a recognizable structure while allowing the content inside it to change. It also introduces a sense of movement and discovery—guiding the viewer’s eye and reinforcing the idea that there’s always more to explore within Fairfax County.

It’s a simple system with a lot of range. The same shape can frame, highlight, or interact with content—making the brand feel both structured and dynamic at the same time.

THE BRAND IN ACTION

The identity was rolled out across a wide range of tourism and marketing materials, including:

Visitor guides and brochures
Tourism and economic impact collateral
Maps and informational graphics
Group travel and event marketing
Trade show and promotional materials

Across each application, the system brings consistency while allowing the content to lead—showcasing the diversity of experiences Fairfax County offers.

THE RESULT

The rebrand delivers a modern, flexible identity that builds on what people already recognize, while positioning Visit Fairfax for the future.

By removing dated elements like the outlined square and tag motif, and replacing them with a stronger, more intentional system, the brand now feels more cohesive, scalable, and confident.

More importantly, it gives the organization a clear framework for storytelling. The window device, expanded color palette, and refined typography allow Visit Fairfax to highlight a wide range of experiences—from tourism and leisure to meetings and economic impact—without losing visual consistency.

The system is designed to work across everything from small-format print pieces to large-scale marketing campaigns, making it easier for internal teams and partners to create materials that feel unified and on-brand.

It also better reflects the character of Fairfax County itself: dynamic, diverse, and full of discovery. The identity moves beyond simply promoting destinations and instead creates a more immersive, engaging way to experience the region visually.

The result is a brand that not only looks more modern, but functions more effectively—supporting Visit Fairfax in telling richer stories, reaching broader audiences, and growing its impact over time.