Launched in 2015, OReGO is the nation’s first road usage charge program, introduced by the Oregon Department of Transportation (ODOT). In2017, ODOT began a new phase to help Oregonians understand the need for a road usage or pay-per-mile system to replace the aging gas tax. Keep Oregon Connected is a campaign focused on the role roads play in the lives of Oregonians and how OReGO helps ensure they are around for future generations. The campaign uses original video and photography captured throughout Oregon paired with relatable facts to better educate Oregonians on transportation funding.
I developed a campaign brand inspired by the multigenerational and cross-cultural tradition of quilt making. Simple shapes evoking features of Oregon’s natural landscape provide a dynamic and flexible system to create patterns and graphics. I designed infographics, printed collateral, educational materials, social media assets, event kiosks, and giveaways for the campaign. In2020, we launched a redesign of the myorego.org website. I developed wireframes and the style guide, worked with an interaction designer to create the site design, and partnered with Wildern to develop the site. The redesign is fresh, engaging, and easy for the communications team at ODOT to update. Survey data indicates that familiarity with and support of road usage charge as a fair funding option increased since 2018.