Program Naming

Our team partnered with the Governor's office and MTA to develop the final program name and supporting language for New York City's congestion pricing initiative.

New York City's efforts to reduce traffic are far from unique. London, Stockholm, Oslo, Singapore, and Milan all have long standing programs in place while Copenhagen, Beijing, Shanghai, San Francisco, and Los Angeles are developing their own initiatives.

Our work included generating, screening, and researching brand-like names for the program itself and the area that would be affected by the program. While the project considered over 100 name candidates, the Governor's office, the MTA, and we agreed the most effective name would be one that used plain, direct, honest language - which is why we recommended the final name for the program be congestion relief program with the region impacted called the Congestion Relief Zone.