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Approach

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.”
John Moody is an urban designer & strategist specializing in experience design, creative placemaking & visual storytelling. Let’s connect!  ~ john.s.moody@gmail.com