Total Access PATH Payment
TAPP
The Port Authority of New York and New Jersey contracted EFK Group to develop the name, brand identity, and promotional materials for PATH’s new contactless payment system, TAPP, highlighting simplicity and convenience to enhance the commuter experience.
CURRENT RESULTS
Over 10 million rider TAPPs had been recorded, with the majority of commuter riders adopting the new payment system.
The streamlined branding and clear messaging supported a seamless transition, fostering widespread acceptance and enthusiasm for the innovative payment solution.
ROLE: Creative Director - Concept, Art Direction, Graphic Design
AGENCY: EFK Group
Naming and mark exploration.
Research and Insights: Conducted stakeholder interviews and public rider focus groups to uncover the needs, frustrations, and hesitations of PATH’s commuter base.
Strategic Brand Development: Crafted the name Total Access PATH Payment (TAPP) to emphasize simplicity and convenience, supported by the tagline “TAPP and go.”
Visual Identity Design: Created a modern, cohesive visual brand that reflected the ease and innovation of the new payment system.
Educational Video Content: Produced engaging, instructional videos to demonstrate how to use the new contactless payment methods.
Tactical Material Creation: Designed and implemented on-the-ground branding elements, including turnstile wraps, in-station signage, in-car posters, and branded payment cards and tickets.
