QLINE

Public + Nonprofit

Reimagining an urban
transit system.

With a plan to re-launch in the post-COVID landscape, Detroit’s QLINE had a renewed focus: establish itself as the most convenient way to experience the city’s Woodward Corridor while setting a new standard for successful public transit.

Rooted in research and discovery, our evolution process refined the brand’s focus, positioning it as a safe, reliable, and inclusive experience. With accessibility as a key component to the QLINE’s success, it was important for the communication and visual language to reach and connect with a broad range of potential riders, all with different needs and perceptions.

Client

M1 Rail

Detroit, MI

Scope of Work

Brand Strategy
Brand Evolution
Copy + Messaging
Branded Environments
Web Design + Development

Inspired by the surface dynamics of our streets and the curvature of the QLINE tracks, linear graphics mix with grid-based layouts, symbolizing organized and efficient operation.

Messaging aims to connect the idea of accessibility and convenience with the tagline “Every Stop is A Start,” positioning the QLINE experience as welcoming and inspiring. No matter the need, desire, or destination, the QLINE serves as a jumping off point for whatever the day has in store.

Station graphics further emphasize the “Every Stop is a Start” concept, with bold primary colors and flowing, geometric visuals inspired by classic transit-inspired design systems.

A clean, contemporary typographic system complements the logo and combines with friendly human-centric photography to create an approachable aesthetic that connects and unites. Expanding from the original brand palette, bold primary colors symbolize inclusivity and create a visual language everyone can access.

Credits + Collaboration

PhotographyCourtesy of M1 Rail

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