Dallas Area Rapid Transit Special Projects

FIFA World Cup 2026™

Tournament Transit Strategy

DART World Cup Triad

Collaborated with North Central Texas Council of Governments (NCTCOG), North Texas FWC Organizing Committee, Trinity Metro, Trinity Railway Express, national transit agencies and internal Dallas Area Rapid Transit teams - Marketing and Communications, Finance, Passenger Amenities, Special Events Ambassadors, and Operations to implement a unified wayfinding system to seamlessly navigate thousands of international visitors across the Dallas Area Rapid Transit and Trinity Railway Express networks during the World Cup. Partnered with Strategar, DART’s Agency of Record, to develop DART’s marketing campaign.

1,700+ Station Signs Installed

75,000+ Printed Fan Guides Distributed

125 Creative Projects

Notable Accomplishments:

  • 9 Custom GoPass® Tap cards

  • Ambassador Jerseys

  • Collectible Merchandise Posters, Postcards, and Promotion

  • DART Rider Alerts to Prepare Riders for Crowds

  • Game Day Customer Information

  • Managed DART Communications’ project budget

Role
DART Marketing Partner and Internal Creative Director

Timeline
2025-2026

DART World Cup 2026

  • DART World Cup Wayfinding Triad and Floor Graphics

    DART World Cup Wayfinding

  • DART World Cup Campaign - DFW Airport

    DFW Airport Terminal A

  • DART World Cup Triad - How to Pay

    DART World Cup Triad - How to Pay

  • Kiosk Ad Commemorative Tap Cards

    Commemorative Tap Cards Ad Digital Kiosk

  • DART Merchandise Promotion A-Frame

    DART Merchandise Promotion A-Frame

  • Bus Shuttle Flags at Fair Park Station

    Bus Shuttle Flags at Fair Park Station

  • FIFA Signage at SMU/Mockingbird Station

    FIFA Signage at SMU/Mockingbird Station

  • Rider Alert A-Frame

    DART Rider Alert A-Frame

  • DART Commemorative GoPass® Tap Cards

    DART Commemorative GoPass® Tap Cards

  • DART World Cup Map

    DART World Cup Map

  • DART Headquarters Windows World Cup Campaign

    DART HQ Windows World Cup Campaign

  • DART Ambassador World Cup

    DART Ambassador

DARTzoom: A New Bus Network

Systemwide Customer Information Improvement

Overhaul, modernize, and redesign all customer-facing rider information for the largest service change in agency history—improving readability, visual contrast, ADA accessibility, and system navigation across 10,000+ bus stops, rail platforms, and high-volume printed collateral.

10,000 Bus Stop Signs Transformed

1M+ Printed Rider Information Refreshed

150% Increase Bus Stop Visibility

Notable Accomplishments:

  • ADA Contrast Optimization for System Maps

  • ~300 Riders engaged for feedback

  • Enhanced Readability in Schedules

  • Improved Bus Stop Signs with reflective materials and visual hierarchy

  • Collaborated with internal staff on rollout plan

Role
Creative Director and Designer for Bus Stop Signs

Timeline
2021-2022

Previous Customer Information

Prior Bus Stop Signs
Prior DART System Map
Prior Bus Schedule

Rider Survey

•Survey sent via email, to just under 3,500 of our riders

•The results shown are from May 12-25, 2021

•Close to 300 of the riders surveyed have responded

Rider Survey Question 2 - Map Frequency
Rider Survey - Question 5 - Bus Sign Readability
Rider Survey - Question 4 - Schedule Frequency
Rider Survey - Question 7 - Bus Sign Hierarchy

DARTzoom: A New Bus Network Customer Information Implementation

  • Bus Bay Signs

    Bus Bay Signs

  • Bus Stop Signs

    Bus Stop Signs

  • Bus Stop Conversion Bags

    Bus Stop Conversion Bags

  • BusStopSign-FrankfordOsagePlaza

    Bus Stop Sign - Frankford @ Osage Plaza

  • Bus Schedules

    Bus Schedules - Color by Frequency

Fleet Livery & Vehicle Brand Identity

Design dynamic, modern fleet liveries for new bus and rail vehicles that elevate brand perception and modernize the public transit experience.

Role
Creative Director and Designer

Timeline
2019-Present

Notable Accomplishments:

  • Full wraps for DART’s Electric Proterra Bus Fleet

  • Full wraps for DART’s Holiday Buses

  • Collaboration with Stadler on implementing the livery for Silver Line. Selected interior branding for Silver Line.

  • Designed livery for ~500 Gillig 30 and 40ft buses

  • DART Proterra Electric Bus

    DART Proterra Electric Bus

  • Silver Line

    Silver Line - Front

  • DART Holiday Bus

    DART Holiday Bus

  • Silver Line Interior - Peeking at New Gillig

    Silver Line Interior - Peeking at New Gillig

  • Gillig 40 Foot

    DART Gillig 40 Foot

  • Silver Line Interior

    Silver Line Interior

  • Gillig 30 Foot

    Gillig 30 Foot

  • Gillig 30 Foot Interior

    Gillig 30 Foot Interior

  • Silver Line Seats

    Silver Line Seats

  • Silver Line at Cypress Waters Station

    Silver Line at Cypress Waters Station

  • Silver Line Interior

    Silver Line Interior - Before Revenue Service