FRAN: Free Rides Around the Neighborhood
The Mission:
When the City of Anaheim decided to launch their new public transit service, they chose the acronym “FRAN” to explain what visitors would get: Free Rides Around the Neighborhood. At the same time, they discovered Francisca Avila in Anaheim’s historic archives, and decided to make her the namesake. Unfortunately, the information surrounding Francisca was not robust. They asked our team to come up with a solution that would fill the gaps in a memorable and educational way.
Inspired by Rosie the Riveter, a real-life historic character who would became known for something much larger than herself, we positioned Francisca as the matriarchal spirit of Anaheim—representing the pioneering energy of the Anaheim small business owner.
The results? Pretty #FRANtastic
