With an eye to the growing population of St. Thomas, the city planned a 2020 expansion of its transit services. With the longer service hours and new amenities, a new brand was also planned to increase visibility and pride in the new system. A key requirement was to have the brand be closely aligned to the recently upgraded city logo.
Our local chamber of commerce was keen to respond to the needs of a growing population and an economy in flux. Wanting to acknowledge the region's roots in manufacturing but with a focus on the growth of small business and entrepreneurship, the previous branding wasn't well suited to the task.