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Brand look & feel
App design
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Ad campaign
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Photography
Illustration
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sector

Transport / Technology

website

bridj.com

summary

BRIDJ is a demand responsive public transport platform that promises to revolutionise the way we hail a bus. Creature has been helping the BRIDJ team improve their brand and suite of digital platforms since landing in Australia in late 2017.

background

Comprising a passenger app, fleet of cartoon-like mini-buses, driver tablet, and a data engine, the platform promises to cut down on costly empty buses whilst improving supply and demand. With beginnings in Boston, Washington DC and Kansas City, the previously ‘tech’ oriented BRIDJ operation was bought by experienced Australian public transport operator Transit Systems. After landing in Australia, the team have hit the ground running. Starting with trials in Sydney’s West and Bondi regions, BRIDJ is now contracted to operate services in Sydney’s Inner West, complementing Transit System’s more traditional bus operations.

challenge

Ordering a bus with an app… sounds simple, right? (Spoiler alert: It’s not!) Perhaps the biggest challenge we have faced is people’s minds comparing the service to Uber. Media love perpetuating “the Uber for buses” myth, and then Transport for NSW decided they wanted the service to operate under a new ‘On-Demand Public Transport’ brand, which is not only a big stretch, but has made it difficult to educate users that they must order an On-Demand bus via the BRIDJ app.

next steps

As the team emerge from their ‘learning' phase and prepare to scale, there is much work to be done. We have discovered local government authorities on the large prefer to operate under their own brand banner, and in this manner, the purpose of the BRIDJ brand has shifted from being B2C towards a B2B/B2G focus. With service expansions on the horizon, we are working to future-proof materials ready for this purpose, and are heavily involved in the user experience of the BRIDJ passenger app as plans to allow the app to be white-labelled and be deployed in a localised manner get underway.