Brand Tone

enthusiastic, community-oriented, proud (of Atlanta and its transit system), and slightly playful

Brand Values

• •Community Connection
• •Service & Reliability
• •Advancing Prosperity & Equity
• •Economic Development
• •Customer Focus
• •Sustainability

Best Practices

• •Embrace Atlanta's Identity: Incorporate local pride and references to Atlanta's unique character. Connect the merchandise to the experience of living in and moving around the city.
• •Stay Rider-Focused: Use language that resonates with daily commuters and transit enthusiasts. Highlight the practical and emotional connection people have with MARTA.
• •Keep it Positive and Upbeat: While acknowledging MARTA's role as a utility, the merchandise line should maintain an enthusiastic and optimistic tone, focusing on pride and community.
• •Inject Playfulness where Appropriate: Items like "ugly holiday sweaters" show a willingness to be fun. Maintain this approach with relevant products while keeping core items more straightforwardly proud.
• •Align with MARTA's Core Values: Subtly weave in themes of connection, community, and the dynamic nature of Atlanta, reflecting the broader values of MARTA. Ensure messaging is inclusive and appeals to the diverse ridership.

Social Perception

The launch of the official merchandise store has been met with positive interest and enthusiasm from transit fans and those with a nostalgic or affectionate connection to MARTA. It's seen as a way for people to show their "MARTA pride" and connect with "Atlanta's transit culture."

Copy Examples

• •Rep your ride, Atlanta! Our new [Line Name, e.g., Gold Line] tee is here, celebrating the routes that connect our vibrant city. Wear your MARTA pride! #ItsMARTAMerch #AtlantaProud
• •From the Farmer's Market to your daily commute, carry Atlanta with you. Our durable MARTA totes are perfect for wherever your journey takes you. #ItsMARTAMerch #RideMARTA
• •All aboard the holiday express! Get your limited-edition MARTA Ugly Holiday Sweater and be the talk of every festive stop. Light up your holidays! #ItsMARTAMerch #MARTAChristmas
• •Starting the day the MARTA way! ☕️ Our iconic [Station Name] mug is the perfect companion for your morning brew. Show us how you MARTA! #ItsMARTAMerch #AtlantaTransit
• •More than just a ride, MARTA is the heartbeat of Atlanta. Our merch lets you wear that connection, that energy, that community spirit. What does MARTA mean to you? #ItsMARTAMerch #ConnectingAtlanta