The Blue Bus: Rebranding NCRTD

Target Audience: Blue Bus transit, microtransit and paratransit customers; potential future customers, government, community, and business stakeholders, Native American Pueblos and the Apache Jicarilla Nation.

Strategy Objective:Goal: Develop a branding program for the North Central Regional Transit District (NCRTD) that creates a positive perception of the transit services, retains and increases ridership and generates excitement for transit. Objectives: Evolve the current corporate brand to: 1. Reflect the community's culture, diversity, and scenic beauty 2. Focus on the Blue Bus name 3. Create a new fleet design 4. Redesign the mapping and collateral systems 5. Brand the on-demand microtransit program

Situation Challenge: After its inception 20 years ago, NCRTD customers have commonly referred to our service as the Blue Bus, thanks to the vibrant solid blue paint used on District's 55 passenger buses and vans. The original brand revolved around a logo that incorporated a ZIA symbol overlaid with the letters RTD. Originally a sacred symbol used by the Zia indigenous nation, the District wanted to move away from the use of the symbol out of respect for the Zia Pueblo. In a constant state of improving the transit system and actively working to attract new riders, NCRTD made a strategic decision to evolve the current transit brand and logo designs, brand the on-demand microtransit program, redesign the mapping system, and update all collateral systems, including maps, schedules, and the corporate identity.

Results Impact: The rollout is in its early stages as District assets are given the new branding treatment, so it's difficult to quantify. However, our 100,000+ annual passengers are seeing the new brand designs on digital and collateral materials, bus stops and vehicles, in addition to 100,000+ website visitors, 3,000+ annual social media followers and nearly $3 million in advertising impressions. As the fleet is rebranded, hundreds of thousands of potential "eyeballs" along our transit corridors will see our newly branded fleet. Anecdotally, we have consistently received positive feedback and accolades from our riders and stakeholders when presented with the new brand elements. Our drivers also take pride in the new design.

Why Submit: Across multiple focus groups, we heard that New Mexicans hold a deep appreciation for the cultural diversity of the region. They value the life-giving land; are awed by the ever-changing sky; and are drawn to the region that is vast, majestic, and geographically diverse. Based on these insights, we developed a brand to capture the personality— the heart and soul of the region—and to design a brand that is radically different than other transit systems. We integrated the concepts identified in stakeholder sessions into a cohesive user experience. Unlike most transit brands that feel corporate and sterile, we introduced textural, organic qualities, Native American motifs, regional languages and designed a signature font for North Central RTD that unites the brand and its services.