Objective
San Francisco has well-known bad traffic, including vehicles and public transportation. The reason why the traffic in SF is so terrible is myriad. Taking public transportation can help alleviate the problem, but unfortunately people prefer to drive on their own for many reasons. This MFA thesis aims to understand this phenomenon's context and further develop a solution using graphic design.

Approach
According to my research, there are many reasons people would rather drive their own car instead of taking public transportation, such as the complex transportation payment system, inadequate customer service support, the inconvenient deposit system. As a graphic designer, I want to start with the transportation payment system as a solution to the problem. I develop a more convenient and sophisticated payment system. Moti is a brand that improves people’s commuting experience in the San Francisco Bay Area. The main goal is to encourage people to take public transportation and reduce car usage to prevent congestion. It provides opportunities for an easy and united way to use transit, which aims to encourage people to take public transportation and further eliminate cars on the road to prevent congestion. I choose a bold, saturated color as the core colors to let people have a more vivid memory of the brand.

San Francisco has well-known bad traffic, including vehicles and public transportation. The reason why the traffic in San Francisco is so terrible is myriad. Taking public transportation can help alleviate the problem, but unfortunately people prefer to drive on their own for many reasons. As a student, my main way of commuting is by bus. Commuting is an indispensable part of my daily life, but I have thus found many inconveniences in the public transportation system.