Washington State Ferries Branding

Challenge

As a governmental brand with a well-established reputation, Washington State Ferries has a legacy of reliable transit in the Puget Sound area. It was important to identify and honor their core brand values, and then deliver this cohesive branding across a variety of media platforms and collateral pieces. We wanted to achieve the same timeless, trustworthy feel in a vibrant and updated style.

Solution

A modified primary color palette supports WSF’s iconic identity and adds bold color to their collateral. We built a pattern library of simplified universal shapes to add richness and detail, and designed clarified wayfinding icons for an improved customer experience. Their marketing and customer outreach benefited from a refresh, and an increased focus on trip planning and mobile access increased usability for riders.