Can Good Design Lead to Good Deeds in Auto Obsessed L.A.?

For 10 years now, Michael Lejeune, Creative Director for the Metropolitan Transit Authority (M.T.A.), has made taking transit in L.A. seem a lot cooler. These re-branding efforts have contributed to a 38 percent increase in ridership since 2005.

2 minute read

November 1, 2012, 8:00 AM PDT

By Erica Gutiérrez


As Los Angeles' car culture flourished, public transit in the city became somewhat of a pariah -- that is, until Michael Lejeune stepped in. Armed with a small legion of writers, photographers and creatives, at 49, Mr. Lejeune "began chipping away at the blind spot he perceived" in how Angelenos thought about public transit, reports Azadeh Ensha. "Unless you had to take public transportation, the majority of people thought that's not for me," said Lejeune in a recent interview.

For Lejeune, giving public transit a face-lift, at least in the public eye, meant making it seem friendlier and even playful, to appeal to more potential riders, says Ensha. He started with a basic name change, "Metropolitan Transit Authority? Oh, please. Just say Go Metro." He also targeted neighborhoods like Crenshaw and West Hollywood, using personalized slogans such as, "Crenshaw just got Rapid" and "Ride with Pride."

"Mr. Lejeune and company are also responsible for the M.T.A.'s billboards, mobile applications, public arts program, television commercials, merchandising and even the office security badges," writes Ensha. They even re-painted white buses into eye-catching reds and "California Poppy" oranges. The results have been astonishing, "with discretionary ridership [rising] 8 percent" after the initial 18 months of advertising, and rail ridership increasing 38 percent since 2005, according to the mayor's office.

So, how does Mr. Lejeune feel about his regular morning commute on the L.A. Gold Line today? "I read and I pay bills and I work and I talk to people," Mr. Lejeune said. "I used to drive two hours a day, so this job is karma for me." It looks like it's good karma for all Angelenos.

Friday, October 26, 2012 in The New York Times

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 16, 2025 - Diana Ionescu

Green vintage Chicago streetcar from the 1940s parked at the Illinois Railroad Museum in 1988.

Chicago’s Ghost Rails

Just beneath the surface of the modern city lie the remnants of its expansive early 20th-century streetcar system.

July 13, 2025 - WTTV

Blue and silver Amtrak train with vibrant green and yellow foliage in background.

Amtrak Cutting Jobs, Funding to High-Speed Rail

The agency plans to cut 10 percent of its workforce and has confirmed it will not fund new high-speed rail projects.

July 14, 2025 - Smart Cities Dive

Worker in yellow safety vest and hard hat looks up at servers in data center.

Ohio Forces Data Centers to Prepay for Power

Utilities are calling on states to hold data center operators responsible for new energy demands to prevent leaving consumers on the hook for their bills.

July 18 - Inside Climate News

Former MARTA CEO Collie Greenwood standing in front of MARTA HQ with blurred MARTA sign visible in background.

MARTA CEO Steps Down Amid Citizenship Concerns

MARTA’s board announced Thursday that its chief, who is from Canada, is resigning due to questions about his immigration status.

July 18 - WABE

Rendering of proposed protected bikeway in Santa Clara, California.

Silicon Valley ‘Bike Superhighway’ Awarded $14M State Grant

A Caltrans grant brings the 10-mile Central Bikeway project connecting Santa Clara and East San Jose closer to fruition.

July 17 - San José Spotlight