Red Stick Trolley

In 2016, Capital Area Transit System partnered with Covalent Logic to rebrand the Garden District Trolley as The Red Stick Trolley. After logo exploration, we researched and analyzed other short-distance public transit systems to determine the best campaign strategy. As a result, a three-month pilot campaign was established to engage residents and businesses along the proposed trolley route in Downtown Baton Rouge. Tool kits, which included free trolley passes, were distributed to businesses and local media outlets. During the three-month campaign, Baton Rouge residents and visitors utilized The Red Stick Trolley more than Uber, Lyft and other rideshare services.