In 2023, the Capital District Transportation Committee (CDTC), the Albany area metropolitan planning
organization, sought to modernize its brand identity and distinguish itself from the Capital
District Transportation Authority (CDTA), which provides regional transportation services. The rebranding
initiative began with developing a new name that would resonate with the general public
and eliminate confusion caused by the similarity between the acronyms “CDTC” and “CDTA.” After
careful consideration and collaboration, the organization adopted the name Capital Region Transportation
Council (CRTC).
Following the name change, the logo development process began, involving two stakeholder
groups to provide feedback at key stages. Initial logo concepts were refined based on input, and a
final design was selected by the Policy Board. This design became the foundation for the organization’s
new visual identity.
The rebranding extended beyond the logo to a comprehensive redesign of the Council’s marketing
assets. These included business cards, stationery, employee ID badges, Zoom backgrounds, email
signatures, newsletter templates, PowerPoint decks, computer wallpapers, social media graphics,
event tents and table throws, and signage, ensuring a cohesive and professional brand presence
across all platforms.
As part of the rebranding, the Transportation Council’s website was completely overhauled. Previously, the
organization faced significant challenges managing its Joomla-based website, which often led
to frustrations. This presented an ideal opportunity to migrate to a more user-friendly content
management system. Leveraging our expertise with WordPress, we successfully transitioned the
site to this flexible platform, empowering the Council with an intuitive, easily manageable system
for web content.
The new website included robust functionality tailored to the Transportation Council’s
needs, such as an administration module for meetings, articles, press releases, a calendar of events,
a newsletter signup feature, custom-built tools like Bike-to-Work and Funding Polls, social media
integration, a language translator, search functionality, and more.
To ensure a seamless transition, the Web Instinct team conducted WordPress training sessions for
several Council staff members, covering all aspects of site management. We also provided
90 days of post-launch support to address questions and assist with editing or creating new content.
This ensured the Capital Region Transportation Council could confidently manage their website
and maintain their digital presence independently moving forward.
