WMATA Strategic Transformation Plan (STP) Branding & Design System
WMATA’s Strategic Transformation Plan outlines the agency’s long-term priorities to deliver safer, more reliable, and more efficient service across the region. My role was to create a full visual identity for the program, including the STP logo and a flexible design system for social media, in-station signage, and systemwide communications.
The chosen direction builds a clear, modern look rooted in strong typography, a neutral base palette, and distinct color accents for each STP pillar. The system is simple, adaptable, and designed to keep rider-facing messaging consistent across every platform. This identity helps make the STP program understandable and visible, giving riders a clearer view of the initiatives shaping Metro’s future.
Designer/Writer: Matt Hodin
Creative Director: Rolando Gumler
Agency: WHITE64
Made in November 2025
STARTING POINT
Service
Excellence
Talented
Teams
Regional Opportunity
& Partnership
Financial Stewardship & Resource Management
The project began with WMATA’s existing STP pillar icons, originally created by Pentagram during Metro’s systemwide rebrand. These four symbols represent the core focus areas of the Strategic Transformation Plan, and they served as the foundation for the visual direction. My role was to take these established icons and build a complete identity system around them, including a new STP logomark, a clear typographic approach, and a flexible design language that could translate across social, in-station signage, and systemwide communication templates.
By grounding the work in these familiar icons, the final system feels connected to the larger WMATA brand while giving the STP program its own distinct presence.
STP LOGO ACRONYM
STP LOGO FULL
The STP logo uses Metro’s brand typeface, Helvetica Now Display, set in lowercase to match the system’s updated identity standards. The mark is grounded by a four-color bar that represents the core pillars of the Strategic Transformation Plan. This color strip serves as the anchor for the entire STP brand, creating a consistent visual cue that carries across social templates, in-station signage, and all program communication. The result is a simple, modern wordmark that feels connected to the larger Metro brand while giving STP its own clear and recognizable presence.
SOCIAL & SYSTEM SIGNAGE
Building from the STP logo and its four-color anchor bar, I created a full design system that could work across Metro’s social channels and in-station signage. The templates apply the STP color bar as a unifying baseline element, pairing it with bold typography, clear hierarchy, and straightforward messaging that aligns with Metro’s brand standards. Each STP pillar is introduced through its dedicated color and icon, making the content easy to understand at a glance. The result is a flexible, scalable system that keeps the STP program visually consistent whether riders encounter it online, on platforms, or throughout the Metro network.
SOCIAL
