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Phoebee Lin

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
Grad Studio 1
Faculty:
Jack McEntee
Term:
2023 Fall

Union Station LA Rebrand

Union Station is the heart of Los Angeles transit—steeped in history but in need of renewed energy. This rebrand reimagines the station as not just a passageway, but a destination. The identity celebrates Union Station’s architectural legacy while infusing it with contemporary vibrancy through dynamic visuals, refreshed signage, and engaging storytelling. By bridging the past and present, the new brand invites visitors to experience the station as a place of wonder, movement, and cultural memory.

Process:

The process focused on making transportation branding visually engaging rather than purely functional. I studied the station’s architectural details and historical context, translating them into graphic elements and motion-inspired compositions. Through iterative exploration of typography, color, and signage systems, I developed a cohesive identity that balances heritage with modern energy.

Learning Outcomes:

This project strengthened my ability to design within a large-scale branding system. I developed a custom typeface inspired by architectural forms and learned how storytelling can shape environmental branding—transforming a functional space into an emotional experience.

Tags:
Branding