Making the bus social again
Fresh from our recent award-winning campaigns, we eagerly set our sights on rebranding First Bus, a true icon among Britain’s bus operators. Winning the project filled us with pride and anticipation.
The Insight
For many, the bus has become a symbol of decline, its reputation tarnished in the wake of privatisation. Yet it still holds a special place in the nation’s heart, stirring up nostalgia, comfort, and cherished memories.
The Challenge
Our mission was to transform the bus into a true champion of the people. We envisioned it not just as a means of transport, but as a brand embodying mobility, progress, and a sense of belonging.
The Idea
Moving the Everyday
This idea transforms the bus from a simple mode of transport into a force that propels society forward. It celebrates workers, students, parents, and everyone who depends on the bus, making it a powerful symbol of collective progress.
Design and Photography
I played a key role in art directing the new visual identity, departing from industry clichés to embrace the beauty in the everyday. The revamped design features bold lines and vibrant colours, behaving more like a lifestyle brand than a public transport system. It celebrates authenticity and imperfection, capturing the spirit of those it serves.
Social Strategy and Tone of Voice
In tandem, I developed a social-first strategy and tone of voice for the brand. At its heart were humour and authenticity, creating a relatable and approachable identity. By prioritising humanity in our messaging, we crafted a voice that resonated with both internal teams and the public—shaking off corporate stiffness to embody humility and warmth.
The Launch Campaign: “My Bus”
To launch the rebrand, “My Bus” became the centerpiece. Everyone has a bus they call their own, and this campaign celebrated how the bus is embedded in the fabric of everyday life. A manifesto film, set to a vibrant music video by Jordan Stephens and brought to life by Yasser Khan, captured the diversity of the nation, showcasing the quirks, cultures, and connections that make the bus a shared experience for all.
With this relaunch, First Bus isn’t just a way to travel—it’s a symbol of community, inclusion, and the joy of moving together.
Welcome aboard.