Rebranding Park City Transit

Target Audience: Our rebranding effort catered to a diverse range of audiences, reflecting the vibrant and inclusive nature of our community. We considered the needs of three target audiences: Locals: Our rebranding aims to enhance their sense of pride in our public transit system, making it a reliable and convenient choice for their everyday commuting and leisure needs. Visitors: With Park City being a renowned tourist destination, our rebranding recognizes the importance of creating an inviting and memorable experience for tourists. Commuters: We understand the significance of catering to those who travel from surrounding areas and even from other parts of the world to work in Park City or enjoy its offerings. Our rebranding strives to make PCT the go-to choice for both daily and seasonal commuters.

Strategy Objective:Our primary objective was to create a distinct and memorable identity for Park City Transit. Distinguishing ourselves from the Park City Municipal logo has allowed us to establish a strong identity of being the high-quality and reliable service that we are. In addition, we needed to reflect our friendly, innovative, and inclusive nature within our branding. Another objective was to visually communicate our commitment to serving Park City's dedicated community and a diverse global audience. Our rebranding needed to express that we are evolving with the times while remaining rooted in the community's values.

Situation Challenge: Before rebranding, Park City Transit proudly used the Park City Municipal logo, symbolizing the strong connection to our vibrant community. However, this resulted in a lack of distinct identity for PCT, hindering our ability to communicate our unique offerings and values effectively. Furthermore, the last substantial update to the appearance of PCT buses occurred shortly after the 2002 Winter Olympics. With Park City continually growing as a global destination, we recognized the need for a fresh look that resonated with the evolving needs of our community and visitors from around the world. In response to these circumstances, we set out to become a standalone entity that is modern, recognizable, and fully committed to serving our community and diverse global visitors.

Results Impact: This rebranding has delivered a clear and consistent message about Park City Transit. Our new logo and distinctive brand colors embody our friendly, professional, and reliable service, resonating throughout the community. While the full impact of this project is still unfolding, it has already yielded a wealth of new marketing and communication materials. We've now established a comprehensive brand guide, marketing plan, and communication strategy, all centered around our identity and the needs of our audience. Additionally, we've introduced fresh in-bus communications, rider's guides, business cards, and operator uniforms. These updated visuals have already garnered recognition from locals and are poised to make a lasting impression on visitors when they come during the Winter season.

Why Submit: Our entry for this rebranding project was submitted to showcase the transformation and growth of Park City Transit. For over two decades, our transit system relied on the same bus wraps and lacked a distinct logo or identity. Our rebranding marked a pivotal moment in our history, propelling us to a modern and recognizable brand that proudly serves people from all over the world. We hope to share our rebranding as a success story that will inspire others in our industry. Every member of the Park City Transit team, from our dedicated managers to our hardworking operators, played a pivotal role in making this rebranding a success. Winning this award would be a well-deserved recognition of their unwavering dedication and collective effort.