City of Redmond
Go Redmond Program Refresh
We partnered with the City of Redmond to refresh the Go Redmond program. The process included evaluating the need for a program name change, redesigning the website to improve accessibility and usability, and supporting the city’s marketing efforts to introduce the refreshed brand to the community.
Client:
City of Redmond
Role:
Creative Director / Lead UX Designer
Project length:
6 months
Brief:
Go Redmond Program Refresh
The Everett Link Extension (EVLE) will provide fast, reliable connections to residential and job centers throughout the region. The project will travel through the communities of Lynnwood, unincorporated Snohomish County, and Everett.
Visitors love having the map along with the artists which helps them visualize where the arts install and who creates it. However, it was not clear which artworks are installed and which are not. Also, the artist's layout was too overwhelming and doesn't have options for the user to see each artist's work. Here are old designs:
Old desktop design
Overview
The City of Redmond engaged me to revitalize its Go Redmond program, a community initiative encouraging sustainable transportation. The project required more than a visual refresh—it demanded a strategic repositioning of the brand and website to improve accessibility, clarify messaging, and energize public engagement ahead of a major transit milestone.
Constraints
The city faced two constraints: a limited budget (~$50K) and a compressed timeline leading up to community outreach events. The challenge was to create an identity that felt approachable, inclusive, and future-focused, while ensuring the website and collateral could deliver measurable improvements in engagement.
Creative approaches
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Strategic Planning: Guided stakeholders through a collaborative creative brief, including audience mapping, naming exploration, and moodboard development to align on vision quickly and efficiently.
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Creative Direction: Directed the new identity system—logo, typography, and color palette—that conveyed both diversity and approachability.
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Website Redesign: Oversaw the UX/UI refresh with a focus on accessibility, streamlined navigation, and clear calls-to-action.
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Community Collateral: Designed launch materials (stickers, posters, bandanas) that extended the refreshed identity into public events.
Outcome
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Secured additional budget approval (~$95K) by demonstrating the value of expanding deliverables.
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Delivered a refreshed brand identity that was described by city leaders and attendees as “diverse, modern, and welcoming.”
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Produced launch materials that stood out at community events, increasing visibility and engagement with the Go Redmond program.
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Built a flexible design system that continues to support the city’s ongoing outreach efforts.
Useful information
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There are a few different programs related to the City, and people often confuse them with one another.
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The City has done multiple community engagement efforts, giving them valuable data that will help us kick off the creative brief effectively.
Creative brief
I created a more collaborative creative brief to quickly gather key insights in one session to prepare for the visual identity development stage. Three main exercises to guide the conversation:
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Meet the Audience: Identify and align on the program’s primary target audiences.
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Choose the Vibe: Explore visual styles and tone through mood-based selections.
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Program Name Check: Discuss their connection to the current name and openness to change
Visual identity
After gathering information from the creative brief, our graphic designer and I reviewed the data together and moved into the visual development stage, including logo and color options.
Colors/font options
Logo concepts
Concept 1: This logo concept offers a fun, approachable take on Redmond’s multimodal connections. The icons can be used separately across materials to highlight specific travel modes.
Concept 2: This concept targets young professionals and families, using familiar map visuals. It’s versatile for ‘Travel Together Redmond’ or ‘Routes in Redmond,’ with the “R” cleverly shaped like a road leading to a red destination mark.
2nd updates: We focused on icon shapes without applying color or font treatment
3nd updates: We focused on font treatment and color.
Final styles
After a few rounds of feedback, we landed on a concept that resonated most with the Go Redmond philosophy—diverse and approachable. The final design shows the right balance, and the client felt confident it clearly communicated their story.
Material applications
To prepare for the launch event on May 10, we used the new brand to create a set of fun, engaging materials to hand out to the public.
Stickers
Bandana
Poster
Community feedback
The event received very positive feedback—attendees felt the new brand stood out from other city programs and successfully attracted a broader audience, who were excited to explore Go Redmond’s resources and appreciated its welcoming, approachable feel.
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Website design
Old Website assessment and audit​
The lead developer and I assessed the current website and led a kickoff meeting to review the content assessment and technical audit. We discussed:
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Content to keep, remove, or highlight
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Updated site structure and user flow
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Needed components and features
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Site performance and traffic insights
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Internal usage and maintenance needs
User flow
I developed a user flow proposing a streamlined content structure that tells a stronger story without 60+ pages. It guides the client to focus on essential info, making it easier for users to find what they need without feeling overwhelmed. Built on early user personas, it ensures the content speaks directly to the target audience and supports the community.
Prototyping
After reviewing the user flow with our lead developer, project manager, and clients, I developed a prototype to share for client feedback. I focused on gathering their input regarding the new content structure, their reaction to the highlighted information, and the approach of integrating dense text into visual documents instead of listing everything directly on the website.
Collaboration, QA, and client handoff
We helped the client streamline their lengthy content by proposing downloadable PDFs for supplemental information. By front-loading design and addressing feedback early, we limited the review cycle to one round. We also provided a custom user guide and training to ensure they could manage and update their site confidently after launch.