Link21 is a program of projects that will transform the passenger rail system in the Northern California megaregion. One major project is a new transbay passenger rail crossing between Oakland and San Francisco, but there will likely be network improvements across Northern California that support train service through the new crossing.
Alongside HNTB and other partners and team members, Convey is developing and implementing an innovative communications and engagement strategy for this pivotal megaproject.
How do you inform and engage one of largest and most diverse megaregions in the United States? How do you brand a megaproject in its early planning phase when so few details have been defined?
Our goal has been to showcase the need for - and the innovative thought behind - Link21 and highlight what it stands for: a better, more connected, and equitable future for Northern California.
To bring our partners and the public on board with the vision of Link21, Convey occupies a key role in crafting the communications and outreach strategy. We developed comprehensive, integrated, and sophisticated communications systems, using tracking tools, big data, social listening, and unique online and offline engagement protocols to deliver the Link21 message and carefully monitor its dissemination.
To create Link21’s visual identity, Convey led a collaborative and creative brand development process with the program partners and team. We then articulated the Link21 story by applying our visual storytelling across digital spaces, bringing the Link21 brand to life.
Because equity lives at the center of Link21, Convey provided behind-the-scenes support to a co-creation strategy to build respectful and interactive partnerships with prospective and underserved communities in the megaregion, collaboratively designing the program from the ground-up.
Our creative process is where inspiration meets rigor. We implemented a streamlined communications strategy to distill complex program messaging and synthesize multiple streams of information into public-friendly materials.
Convey and Kalamuna brought the Link21 website to life. As the program’s primary engagement tool, the website generates national momentum for the program’s mission and serves as a primary source of information for the general public, partners, elected officials, the business community, and members of the press. The site features a creative, accessible, and intuitive user experience that makes technical information easy to understand and encourages visitors to learn more and get involved.
Link21’s unique co-creation strategy ensures community voices guide program development at every stage. Convey orchestrates the program’s partnership with local community-based organizations to create a passenger rail program with a strong and long-lasting foundation of equity that sets new standards for program development.
