Redeemed travel. As part of Metrolink’s continued effort to create a more connected, rider-focused experience, the SoCal Explorer rewards program was developed to give back to loyal commuters. The goal was to create a visual identity and digital experience that made earning and redeeming points feel intuitive, purposeful, and enjoyable.

The Alchemy. A fresh, graphic-forward identity was developed to transform the loyalty program into a personalized rider journey. The interface became a living dashboard — tracking travel, rewards, and impact in a single glance. Color, layout, and iconography were defined to echo movement, simplicity, and ease. The brand system extended across UX, UI, and guidelines to create cohesion across all digital touchpoints.

The Outcome. The Metrolink Rewards experience now feels less like a points tracker and more like a companion. A visual system designed to encourage daily ridership while building emotional loyalty — one mile, one reward, one journey at a time.

Sector Transportation + Digital Experience

Discipline Brand Development

Services Visual Identity Expansion, UX/UI Design, Guidelines, Creative Direction

Project completed while at Clever Creative