Silver Line website

In addition to the main site for The Rapid (ridetherapid.org), a separate information site related to development of a bus rapid transit system in Greater Grand Rapids, named the Silver Line(rapidsilverline.org), was created to focus content specific to this project. In addition, because this project demands an independent brand (FTA guidelines), a separate site would facilitate its unique offering distinct from the current Rapid product.

Using the existing content management system (CMS) for the main Rapid website, a second site was created with a more focused navigation/architecture and visual aspects distinct to the project. The site also included a project-specific URL that was communicated across a variety of communication tools (including TV, direct mail and social media) to drive a deeper investigation of the project to an environment where the community could learn more about what the Silver Line would do, where it would go, how it would work and how it would benefit the community. Long-term, the site will continue to present further updates to the project as The Rapid continues to secure financial resources.

DDM provided architecture/functionality recommendations, copywriting, design, illustration, programming, and testing. The client provided feedback along the way.