Rebranding & modernizing a regional transportation system
Rebranding & modernizing a regional transportation system
This showcases our ability to uncover core drivers of relevance in order to develop new brand strategies for public transit systems.
Deliverables
- Brand purpose
- Corporate vision
- Team alignment
Business Problem
- UP Express (Metrolinx) - there was an opportunity to develop the brand strategy for a new high speed air rail from Toronto Pearson to Union Station, the two largest transportation hubs in Canada.
- GO Transit (Metrolinx) - there was a need to modernize the branding for Ontario’s regional transportation system.
- VIA Rail - there was a need to align the senior leadership team around a clear purpose for Canada’s national transportation network.
In each case, the challenge was to align numerous stakeholders in complex, public sector environments at high speed.
Idea
- UP Express - our Structural Mapping Process® (SMP) exercise resulted in total alignment around the promise of “Elevated Experience” (a double entendre for a more upscale environment as well as literally elevating passengers above highway traffic en route to the airport).
- GO Transit - we aligned the leadership team around the idea of “Transportation Sherpa”, capturing the extraordinary ‘go the extra mile’ service culture at GO.
- VIA Rail - we arrived at a unifying purpose statement and guiding principles that now inform all service behaviours and communication from VIA.
The launch of the service was met with international acclaim from major publications.
Impact
- UP Express - the strategy work was instrumental in guiding every aspect of design, from brand identity to stations, train interiors, uniforms and digital screens. The launch of the service was met with international acclaim from major publications.
- GO Transit - the work was used to brief the identity team, while numerous service improvements were also developed based on the map. Customer satisfaction scores are now approaching an all-time high of 88-90%, nearly 10 points higher than in the year prior.
- VIA Rail - the new brand purpose has aligned employees and stakeholders across the country, creating a more cohesive culture.
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