Project

Valley Transit – Phoenix, AZ

Based on consumer research of Valley Metro’s current local bus service, a new, world-class brand and identity system was developed for the city of Phoenix’s bus rapid transit system. Aimed at attracting working commuters, the streamlined vehicles, shelters, and signage were designed to emphasize speed and premium service through the use of modern lines and finishes. The RAPID brand was created to position the service as a higher-quality transit option that would appeal to choice riders while serving the existing transit-dependent population.

The branding work ensured that all customer touchpoints reflected the premium nature of the service. From the vehicle design to station amenities to wayfinding elements, every aspect was carefully coordinated to communicate reliability, speed, and quality. The project demonstrated how strategic branding and design could transform perceptions of bus rapid transit and elevate it to a service that competes effectively with other transportation modes in the Phoenix market.

Services Provided

• Consumer research and market analysis
• Brand name development (RAPID)
• Complete brand identity system
• Vehicle graphics and design
• Station and shelter design coordination
• Comprehensive signage systems
• Wayfinding program development
• Brand standards and guidelines
• Marketing strategy for commuter audience
• Visual identity emphasizing speed and premium service