The Macro View
Our bid director knew we had to get the client’s goals and the local context right to win this job, so she had me dive in. A week later, I’d scoured archives, interviewed locals, and put together a ‘context memo’ laying out the big challenges and opportunities for the client and the station cities. These became the basis for our project approach.
I teamed up with our planners to shape the project approach and led creation of high-level maps showing how the stations would impact the local communities. I also helped tighten up our pitch, pushing for strong concepts and punchy lines like “Bridging downtown to Chinatown” for Fresno’s station and “High-speed rail has the power to transform California.”