NTTA TOLLTAG: using puppets to humanize a roadway utility

NTTA came to us with multiple problems: fragmented branding across various products, a frustrating digital experience, and a public perception issue that made them the villain for charging tolls. We recognized this was an opportunity to reimagine how a government authority could connect with its community. The solution required both strategic thinking and creative boldness to humanize an organization that customers actively avoided. And puppets.