Through my collaboration with Monroe County Transit Authority (MCTA) Executive Director Peggy Howath, the vision of the “Pocono Pony” came to life. After developing a strong marketing plan, creative direction, and design, the Pennsylvania-based transit agency took on a fresh, new look and enhanced brand identity. Over the years, the brand has become a regional icon representing the culture of the county. The brand continues to evolve and grow to offer leading-edge services to area residents.
Today, MCTA has grown to a fleet of gasoline and compressed natural gas-powered (CNG) fixed-route buses; an assortment of shared-ride vehicles providing services for seniors and people with special needs, and a microtransit bus service. All carry the original brand identity that was awarded eight American Public Transportation Association Awards (APTA).
Together we identified eight marketing targets to direct agency efforts toward meeting specific consumer needs. I recommended “Giddy Up & Go” as a marketing mantra aimed at growing ridership. The targets included college students, recreation enthusiasts, the local workforce, health facilities’ patients, and shoppers.
As new buses were added, MCTA continued to rely on me to bring ideas to life. The bus designs recognize the region’s expanded diversity, celebrate agency milestones, and showcase new initiatives.
Over the years, the Pocono Pony has kept pace with the transportation needs of the Pocono Mountain region. In the fall of 2020, MCTA introduced compressed natural gas (CNG) powered buses to the fleet. Again, Cassidy was on board for creativity. Working for nearly a year alongside the MCTA team, Cassidy developed the buses retro 1970’s-style. The goal was to create a persona for each bus that engages current transit riders and attracts new interest in sustainable transportation. See more about the launch of the original CNG buses here.
In the fall of 2021, MCTA introduced the “second season” CNG buses. The buses continued the retro 70s theme but were adorned with a fall palette.
Microtransit is the latest chapter in the “Pocono Pon story. PonyPlus is an app-enabled microtransit service that offers door-to-door transportation similar to other rideshare apps like Uber or Lyft. I was responsible for the art direction and design of the PonyPlus app, microtransit buses, and brochure.
