The Toronto Transit Commission released a corporate plan in 2024 to share future projects, communicate priorities, and set a new tone for their brand position. Recognizing the problems and challenges after the pandemic, the TTC wanted to develop a brand guideline to help them talk about their vision effectively. So the team chose to celebrate the city and its people, but also be honest about the flaws of our transit system while communicating that the TTC is doing everything to improve their service. The work was inspired by the iconic TTC subway stations and vehicles combined with an optimistic and humble voice to increase brand sentiment.