I created a minimal brand identity inspired by global transit systems such as London’s Mind the Gap and the NYC subway. The logo features bold typography with a multicoloured transit line map behind the name, with yellow used as the primary accent colour for strong visibility and recognition. Alongside the visual identity, I designed the DAM configuration by developing a clear tagging structure, metadata fields, and asset categories tailored to marketing needs. This structure supports efficient asset organization, easier search and retrieval, and scalable content management.