Public transport brand

RiverCity Ferries

delivered

Name Strategy
Logo
Uniform
Capability Statement
Tender Documents
Recruitment Portal
Signage

sector

Public Transport

client

SeaLink Travel Group

overview

In late 2019, Sealink and Transit Systems approached Creature to hatch a brand that would set their joint venture apart in a bid to win a $390M contract to operate Brisbane City’s ferry services. 

Challenge

Behind the scenes, Sealink Travel Group was in the process of acquiring the Transit Systems business. With this unknown, we didn’t want to lean on any one brand too hard. 

Solution

So much time and budget is thrown at the content of a bid, it baffles us when little value is placed on the look and feel. To the credit of both Sealink and Transit Systems, the decision was made to invest in quality design, allowing us to create a more tangible vision for the future business, and instil confidence from the get go. With the freedom of starting from scratch, we chose not to rock the boat and align the colourway with Brisbane City Council’s typical blue and yellow scheme. The familiarity that this evoked signalled that River City Ferries would simply ‘slot in’ if they were to win. And they did.