As part of a larger brand and website refresh for the City of Bellevue’s long-standing TDM program, I led the visual development for the new Choose Your Way Bellevue identity. While the creative process was deeply collaborative—with input from city staff, Alta’s Creative Services and Programs teams, and regional partners—I was responsible for finalizing the logo, crafting the visual system, and ensuring brand cohesion across platforms.

Building on a foundation of early team sketches, I refined and finalized the logo to reflect both the natural beauty of Bellevue and the program’s transportation mission. I developed the color palette, selected typefaces, and created comprehensive brand guidelines that brought all elements together into a system that felt friendly, legible, and lasting. The resulting brand strikes a balance between timelessness and approachability—rooted in place, but built for growth.

Art Director: Cat Cheng