No longer ‘just a bus company’
We’ve been working with PRTC (Potommac and Rappahannock Transportation Commission) for 20 years, so when it embarked on a rebranding initiative in 2016, who else would it turn to?
We interviewed employers within the PRTC service area, surveyed more than 700 Greater Prince William area community members, and performed a top-to-bottom audit of PRTC’s communications and TDM services. What did we find? Many people considered PRTC to be “just a bus company,” and if they knew about its other services, they remained confused about how those services were branded and communicated.
We set about changing the narrative by re-positioning and rebranding the entire PRTC effort as OmniRide, showcasing it as the true regional mobility company it is. We constructed a strategic brand architecture — comprised of a revised vision statement, new brand purpose statement, positioning statement, and reasons to believe — and helped to fashion OmniRide as a leader in serving the expanding and ever-evolving Northern Virginia transportation landscape.
After reviewing this architecture with OmniRide leadership, we then crafted several creative directions, including a revitalized logo, brand standards guide, new bus designs and a new website. We then tested the relative power of these potential creative executions and collateral to identify the direction that is now being used on OmniRide buses and across the organization’s ongoing communications efforts and branding materials.
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