Ben Franklin Transit
The Ben Franklin Transit system serves the Tri-Cities area in southeastern Washington, providing public transportation options. It aims to offer efficient, reliable, and accessible transit solutions to enhance the mobility of the community.
Obstacle
BFT operates across three cities creates a challenge to a unified brand image that resonates across the entire service area. This geographical spread may result in inconsistent messaging or service experiences. The system can be viewed as a purely functional service rather than an exciting or innovative part of the community. This makes it difficult to generate enthusiasm or loyalty among riders and potential users.
Solution
To address the branding challenges faced by Ben Franklin Transit (BFT), a multi-phase approach was essential. First, a discovery session was conducted with stakeholders and employees to gather insights and build buy-in. This feedback informed the development of a cohesive brand strategy that modernized BFT's visual identity while honoring its original elements. A suite of brand assets and templates were then created, including print materials, digital content, and vehicle wraps, to reflect the new identity. Storytelling and instructional videos were produced to highlight the positive impact of BFT and educate the public on how to use the transit system.
Scope of Work
Strategy:
Discovery Session
Branding:
Logo Design
Visual Identity
Brand Guidelines
Expansion:
Visual Storytelling
Print Materials
Digital Graphics