METRO x ALTO
A premium partnership.
An elevated experience in motion.
· PARTNERSHIP STRATEGY
· CAMPAIGN CONCEPT & POSITIONING
· CREATIVE DIRECTION
· ACTIVATION & ADOPTION
PARTNERSHIP STRATEGY · CAMPAIGN CONCEPT & POSITIONING · CREATIVE DIRECTION · ACTIVATION & ADOPTION
While at MetroNational, I helped shape a partnership with Alto that brought its premium, technology-forward car service to the Memorial City office community.
I led the program’s introduction from concept and positioning through creative direction, brand activation, phased rollout and adoption.
Working with Alto, we brought its established identity and luxury service standard into the rhythm of Memorial City, creating a distinctive amenity tailored to the office community.
While at MetroNational, I helped shape a partnership with Alto that brought its premium, technology-forward car service to the Memorial City office community.
I led the program’s introduction from concept and positioning through creative direction, brand activation, phased rollout and adoption. Working with Alto, we brought its established identity and luxury service standard into the rhythm of Memorial City, creating a distinctive amenity tailored to the office community.
Understanding the assignmentAcross Memorial City’s estimated 300 acres, workday friction kept office tenants near their buildings and much of the campus outside their routine.
Metro × Alto made mobility a premium amenity. For owner and operator MetroNational, it strengthened the office experience while driving demand for retail and dining tenants within the same property portfolio.
01 - THE OPPORTUNITY
01 - THE OPPORTUNITY
When close
isn’t close enough.
When close
isn’t close enough.
Across Memorial City’s estimated 300 acres, workday friction kept office tenants near their buildings and much of the campus outside their routine.
Metro × Alto made mobility a premium amenity. For owner and operator MetroNational, it strengthened the office experience while driving demand for retail and dining tenants within the same property portfolio.
300 acres.
3 million square feet.
nearly 200 destinations.
300 acres.
3 million square feet.
nearly 200 destinations.
The service model treated Memorial City as a connected ecosystem rather than a collection of individual properties.
Participating office buildings became starting points, while nearly 200 destinations to shop, dine, stay, and recharge became part of the everyday route.
02 - DESIGNED FOR CAMPUS SCALE
02 - DESIGNED FOR CAMPUS SCALE
From individual properties to
one connected
network.
From individual properties to
one connected network.
The service model treated Memorial City as a connected ecosystem rather than a collection of individual properties.
Participating office buildings became starting points, while nearly 200 destinations to shop, dine, stay, and recharge became part of the everyday route.
Two brands,
one standard of arrival.
Two brands,
one standard
of arrival.
03 - THE PARTNERSHIP
03 - THE PARTNERSHIP
MetroNational brought deep knowledge of the property and its office community. Alto brought professional drivers, branded vehicles and technology-enabled service. That shared commitment to a premium experience made Alto the right partner for a mobility amenity tailored specifically to Memorial City.
MetroNational brought deep knowledge of the property and its office community. Alto brought professional drivers, branded vehicles, and technology-enabled service. That shared commitment to a premium experience made Alto the right partner for a mobility amenity tailored specifically to Memorial City.
Complimentary weekday rides required no membership or subscription, removing barriers to trial while preserving the elevated standard both brands represented.
Free exclusive access throughout the work week.
No subscription required.
Complimentary weekday rides required no membership or subscription, removing barriers to trial while preserving the elevated standard both brands represented.
Alto’s established brand experience set the quality bar. The campaign was built to meet it. The vehicle, the greeting, and the arrival were as integral to the amenity as the ride itself.
The service needed to feel premium before office tenants ever requested a ride.
The service needed to feel premium before office tenants ever requested a ride.
Alto’s established brand experience set the quality bar. The campaign was built to meet it. The vehicle, the greeting, and the arrival were as integral to the amenity as the ride itself.
PARTNER BRAND ALIGNMENT
PARTNER BRAND ALIGNMENT
Branded vehicles, uniformed professional drivers, in-vehicle amenities, and rider-controlled music created the same experience whether an office tenant rode once a month or twice a week.
A consistent standard, every trip.
Branded vehicles, uniformed professional drivers, in-vehicle amenities, and rider-controlled music created the same experience whether an office tenant rode once a month or twice a week.
A consistent standard, every trip.
Premium service, intelligently delivered.
04 - INNOVATION MEETS EXPERIENCE
04 - INNOVATION MEETS EXPERIENCE
Premium service, intelligently delivered.
Digital kiosks in every participating office building embedded Alto directly into the workday. Each created a visible, intuitive path from discovery to ride request, allowing the technology to meet the office community within its existing routine.
Designed, developed, and produced to sit alongside the access keycard every office tenant carried, the custom QR badge insert placed ride access within an established daily routine. It kept Alto close at hand while serving as an ongoing invitation to ride and explore more of Memorial City.
Digital kiosks in every participating office building embedded Alto directly into the workday. Each created a visible, intuitive path from discovery to ride request, allowing the technology to meet the office community inside its existing routine.
Designed for travel.
Designed, developed, and produced to sit alongside the access keycard every office tenant carried, the custom QR badge insert placed ride access within an established daily routine.
Designed for travel.
It kept Alto close at hand while serving as an ongoing invitation to ride and explore more of Memorial City.
Campaign artwork shown in portfolio mockups.
QR codes omitted.
Campaign artwork shown in portfolio mockups. QR codes omitted.
Placement followed the tenant day rather than the property map: the walk to the elevator, the crossing between buildings, the pause at a directory.
Printed posters and brochures, large digital displays, skywalk and elevator screens, office-building directories and lobby kiosks carried the same creative system in vertical and horizontal formats.
05 - CAMPUS-WIDE CAMPAIGN SYSTEM
Placed directly in the path of the workday.
Placed
directly
in the
path of the
workday.
Placement followed the tenant day rather than the property map: the walk to the elevator, the crossing between buildings, the pause at a directory.
Printed posters and brochures, large digital displays, skywalk and elevator screens, office-building directories and lobby kiosks carried the same creative system in vertical and horizontal formats.
05 - CAMPUS-WIDE CAMPAIGN SYSTEM
Campaign artwork shown in portfolio mockups.
QR codes omitted.
Campaign artwork shown in portfolio mockups. QR codes omitted.
The campaign shifted from awareness to timely prompts around lunch, forgotten errands, and campus discovery.
ONGOING DEMAND GENERATION
ONGOING DEMAND GENERATION
Marketing
that kept the campus moving.
Marketing that kept the campus moving.
The launch introduced the service. An ongoing campaign gave tenants reasons to use it.
The launch introduced the service. An ongoing campaign gave tenants reasons to use it.
The campaign shifted from awareness to timely prompts around lunch, forgotten errands, and campus discovery.
Introduced as an experience. Not an announcement.
Each building launch gave tenants an immediate way to understand and try the service.
Alto representatives and vehicles supported live demonstrations, while complimentary specialty coffee, custom-branded cups, live music, and campaign gifting created a more personal and memorable introduction to the amenity.
Introduced as an experience.
Not an announcement.
Each building launch gave tenants an immediate way to understand and try the service. Alto representatives and vehicles supported live demonstrations, while complimentary specialty coffee, custom-branded cups, live music, and campaign gifts created a more personal and memorable introduction to the amenity.
A premium partnership, carried through every touchpoint.
Work led by Nikole Réaux during her tenure
at MetroNational.
Campaign strategy, creative direction,
and activation led by Réaux.
Graphic design by Jessica Allred.
Alto and MetroNational brand assets
and select campaign materials shown in connection with the original project.
Coffee cart activation by Brightside Coffee.
Work led by Nikole Réaux during her tenure at MetroNational.
Réaux led the campaign strategy, creative direction, and activation.
Graphic design by Jessica Allred.
Select Alto and MetroNational brand assets, photography and campaign materials are shown
solely to document the original project and remain the property of their respective owners.
Coffee cart activation by Brightside Coffee.