finalist
Brave New Day
Serving longstanding locals and first-time visitors alike, Island Transit is pride in place put into practice. Spanning nearly all of Whidbey and Camano Islands in Washington’s Puget Sound, and stretching by vanpool extension all the way to Seattle and Everett, the system was in need of a bright new brand to match its future reach.
The visual expression emphasizes that everyone should have access to these beloved islands—with equal opportunity to hiking trails and beaches, to festivals and summer events, to work as well as play.
The brand needed to create a broadly positive new perception of Island Transit, connecting residents and visitors to the service from both emotional and practical standpoints, emphasizing safety, cleanliness, and reliability.
We sought to emphasize a thoughtful approach to both design and application that lends confidence to the service through an inviting and approachable brand experience for a broad audience—including residents and visitors, advocates and community organizations, riders and non-riders alike, as well as policy makers and politicians in the state of Washington and beyond.
The new Island Transit brand delivers a holistic experience through palette, texture, pattern, voice, imagery, language, and, of course, a logo. Expressing a confident boldness, clarity, and simplicity, with a balance of timelessness and contemporary innovation, the visuals are accessible and relatable, with a comfortable approachability.
Convey the essence of connection, flow, and movement, the mark evokes the bucolic and natural beauty of Whidbey and Camano Islands—articulating a simple beauty in utility.
The illustration set includes items specific to Island County, namely Deception Pass Bridge and the Admiralty Head Lighthouse, as well as those iconic to the area, including Washington State Ferry, deer, crab, and elements of the local environment. The inclusion of totemic elements such as salmon and orca also represent local First-Nations ideals without directly utilizing appropriated visual language.
Taken together, these become storytelling moments throughout brand applications such as bus shelter signage, collateral, social graphics, and vehicle graphics.
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