Transportation System Management and Operations (TSMO) is an innovative, holistic, multimodal, and cost-effective approach to managing Portland's transportation system.
The strategy is rooted in equity goals that aim to correct past disparities and undue burdens experienced by BIPOC and people with low incomes.
The first major milestone over the year-long project was the creation of the Equity Tree, an assessment tool that guides TSMO decision making in the region for years to come.
The logo symbolizes a route that ends at a single point: the destination we that will bring us all together.
Icons were designed to represent the six equity goals that will move the region towards providing safe travel, allowing access for all travelers, and reflecting the needs of all voices. As part of the cohesive visual design language, these icons were used throughout the document.
I likened the client's TSMO journey to the quest of a hero’s tale. This metaphor evolved to become a visual map that became the strategy’s table of contents and depicts the journey towards TSMO success.
