Challenge
Founded with the simple goal to help people find their way home, Long & Foster expanded with a dozen acquisitions, 200 offices and 10,000 agents. A brokerage growing fast but apart. How might all these pieces work towards one, unified brand vision?
Opportunities
- Create a universal set of brand standards to signal the shift from "my team" to "our company"
- Build excitement internally & externally through renewed mission, vision, values, voice, etc.
- Ditch the static style guide for a living, digital brand book that's easy to access and apply
Challenge
Despite living in a seat of international power, DC workers don't have much control over their commutes. The District is notoriously congested, even with a world-class transit system in Metro.
Solution
What if there were a way to give something back? Since Metro introduced wi-fi as part of system-wide station upgrades, what if the Washington Post used it to freely distribute its online edition?
In 2018, WMATA updated several of its high-traffic stations with WiFi, but few riders knew about the rollout. And those who did, were not any more likely to ride Metro. Meanwhile, the city's most popular newspaper—a must-read for DC workers and policy wonks—is inaccessible to the masses because it exists behind a paywall.
To promote Metro and the Washington Post, the newspaper would push exclusive content to riders only when they connected to WMATA's wi-fi. Once connected, people could bypass the Post's paywall. The more someone rode Metro, the more news they’d get. When you increase the overall rider experience, you increase your ridership.
The campaign includes a limited-edition WaPo pass.
