Bringing a New Brand to Life

February 23, 2015

What was our brand?

Our Brand Personality was more like that of a PC than a Mac.

"Hi, I'm a PC.I'm boring, formal, cold, old, and slow."

"Hi, I'm a Mac.I'm friendly, reliable, fast, intuitive, easy-to-use, inspiring and looking for fun."

The Result?

A clear consistent identity…

Building Blocks for a Brand Strategy

Brand Promise

Brand Essence

Brand Personality

Brand Voice

Customer Service Standards

Brand New Tag Line

Wherever you’re going in the day – or in life – RTS will help you

Bringing the brand to life

Integrated communications effort – starting internally and building to an external launch through a soft internal launch• It's EZ

External efforts included radio, TV, outdoor, print, bus shelters, social media and more• Enjoy the Ride – College Age

Conversion of current customer facing materials• Buses, Uniforms, Schedules, System Maps, Passes, Website, Email

Conversion of Company Materials• Business Cards, Letterhead, Intranet, Email Signature, Poster

Templates

Branding Guidelines

Press Event

Old Website – rgrta.com

Website Overhaul – myRTS.com

Customer Information Materials

Key Takeaways

Conduct creative focus groups to vet out logo and creative concepts.

Be very detailed and learn to prioritize initiatives.

Ensure internal employees provide feedback and are excited about the new brand promise.

What’s Next?

Continuing to bring the brand to life through customer education and promotional campaigns

Assess Brand Awareness and Perception

Questions?

Megan Jasinski

mjasinski@myRTS.com

585-654-0728