Rebrand : First Bus National When you get the opportunity to rebrand a transport company, you begin at the heart of why it exists. This rebrand was designed to take First Bus into the next generation of bus travel, positioning it as a social- and community-first brand. I developed the art direction, platform and launch of this mammoth project.
The journey line at the heart of the brand…
In this country, over a few decades, the bus companies have lost their way a little. As a result, they lost their sense of identity. Why do people in counties outside of London have a fondness for the transport in their towns… This rebrand wasn’t just a reposition; it remains a love letter to the nation.
Snapshots of the everyday…
There is a power in the rawness of the everyday, and the first bus could embrace that. The ambition was to turn First Bus into a national icon and not just another transport supplier…
A brand platform that is a promise and mission…
Moving the everyday was a platform that reaffirmed the brand's purpose in culture. To champion mobility for everyone and for every community, to build a business designed around serving the everyday and everyone.
The love letter.
Music will always play a large role in the fabric of First Bus, as the narrator and sound of the everyday. With that, we launched the brand into the future… on platforms that embraced music and not advertising. Such as TikTok and YouTube.