This corporate brief was the re-branding of South West Coach Lines in alignment with its acquisition by international transport company, Veolia Transport. Jack in the box were required to reposition the company as a professional, qualified and credible organisation, in alignment with an increasing fleet and an improved bus transport service to and from Perth.
The old brand had valuable brand equity in the blue and silver. With a focus on the South West corner of WA, the idea was about salvaging the long term goodwill of the organisation and assisting in the transition into a new era for the company.
Developing a modern and streamlined typographical style, the split toned text began the process of the repositioning task. The designers then shaped a clever icon which could be seen as a silver road leading you to the South West and a loose interpretation of the WA coast line and well as a flower shape, emerging and growing into a new future.
The Last Word
South West Coach Lines, now employs 217 staff, operate 113 buses and coaches and provides transport to in excess of 1,200,000 people every year. Their services include TransBusselton and TransBunbury (town bus services), school bus services, Perth bus service, Airport shuttle service, private transport and charters.
In 2011, South West Coach Lines won a Silver Medal in the Major Tour and/or Transport Operator category at the WA Tourism Awards.
What We’ve Done
- Brand Development
- Bus Decal Design
- Banner Pen
- Email Signatures
- Press Advertisements
- Magazine Advertisements
- Passenger Information Cards