The document summarizes a proposal for a Hyperloop transportation system connecting Los Angeles and New York. It discusses how such a system could benefit people like a fashion stylist and music producer who need to travel regularly between the two cities. Personas are described for each type of user. The document also outlines the branding process, selecting the name "Coast2Coast" to represent a product that allows traveling between the two coasts quickly.

1. FA102a, Research, Product Proposal
and Brand Development

2. Assignment 01 / Research
“The Deal With The Hyperloop”
http://waitbutwhy.com/2015/06/hyperloop.html

3. Assignment 01 / Research
The Hyperloop could bring people from Los
Angeles to San Francisco in about a half hour- on
the ground.
-Tim Urban

4. This technology is far from revolutionary, as it is
mocked for being a low aspiration in comparison
to other high speed trains.
waitbutwhy.com/minis
Assignment 01 / Research

5. California also reports this project to be very
expensive.
waitbutwhy.com/minis
Assignment 01 / Research

6. Instead, lets think bigger
The need for a hyper train from New York to Los
Angeles is ever growing in the global and
domestic economy, and by investing time and
resources into that, it will open the doors to may
other endeavors as alternatives to flying.

7. Abstract Poster

8. Persona #1
• Nancy Gutiassian, 27
Fashion Stylist, her job requires that she be in Los Angeles and
New York often due to her clientele. She has had to say no to
many events and opportunities due to the amount of time it
takes to travel from Los Angeles to New York. She loves the
fact that she gets to travel often for her job, and loves
meeting new people. She does not like the slow tedious
process of flying as it is today. She is the stylist for singers, and
also an event planner. This job is very hectic, and she likes
that, but would love to there to be a device that allowed for
her to take on more jobs without being limited by the time it
takes to travel. The burdens of travel time and costs annoy
and get in the way of her job as well as social life. She enjoys
healthy eating, to keep up with her very fast paced life.

9. Persona #2
Kenny Ortiz, 56
• Kenny is a music producer, who also has clients in
New York and Los Angeles. The job of traveling
between cities would be a lot less stressful if it
didn’t take so long. His job requires being in two
different studios, one in New York and on in Los
Angeles. He enjoys getting to spend time with his
friends and co workers in both cities, and if there
were the Hyperloop connecting the two cities, he
would have more downtime for that to be a
possibility.

10. Persona Poster

11. Source for Brand Character Words
Billy Joel Eminem

12. Brand Character Diagram
Persona Tone
Excitable Fast-Paced
Honest Modern
Reliable Organized
Ambitious Elite
Language Purpose
Trustworthy Accomplish goals
Superhuman Provide Advantage
You can do it Save Time
Achieve Open Doors

13. Naming Process
Options:
Bi-traveler X (could imply the travelers sexuality)
Speedtube X (could imply drug use)
Tube-Setting X (like jet setting, but if you have to
explain it, odds are it wont be understood)
Coast2Coast ✔ Has a good ring to it, and
accuratly represents the products service

14. Final Product/Service Name
Coast2Coast was derived from the implication
that the product would provide access to travel
from coast to coast without the burden of time
passing that is part of traveling via plane.