I led creative direction and brand development for COASTLINE, a proposed commuter rail concept created to support Brightline’s RFI submission with Miami-Dade County. The objective was to visualize how a future commuter rail service could live within the Brightline ecosystem while establishing enough distinction to serve a different audience, use case, and regional mobility need.

The strategic challenge was to create a “cousin brand” — connected to Brightline’s premium standards, but more accessible, civic, and commuter-focused. I developed the logo, color palette, visual identity direction, and branded train and station renderings to help stakeholders imagine the service as a credible, fully realized transportation experience.

Because the project was still conceptual, the creative needed to do more than look polished. It had to make an abstract infrastructure proposal feel tangible, fundable, and easy to understand for public-sector stakeholders, commission audiences, and internal decision-makers.

My role included brand strategy, identity development, visual storytelling, presentation-ready concepting, and hands-on execution of key assets. The final system helped frame COASTLINE as a reliable, safe, and regionally relevant mobility brand designed for South Florida’s evolving commuter needs.