ASHEVILLE, NC

The ART of transit branding

TRANSIT
INSPIRED
BY A RICH
HISTORY

Asheville is a vibrant city perched in the Blue Ridge Mountains of Western North Carolina. Since the late 1800s when George Vanderbilt discovered Asheville and began construction on his 250-room Biltmore Mansion, artisans and craftsmen from around the country flocked to this community to design and construct this famed architectural wonder. Craft industries also began to thrive in Asheville at this time and the rich history of the arts has been passed down through generations. Today Asheville is known for its vibrant art community, it’s River Arts District and fashionable galleries and trendy boutiques. ART is simply a part of the fabric of Asheville.

PROJECT SCOPE
Stakeholder Engagement, Naming, Visual Identity, Fleet Design, System Map Updates, Signage, Marketing Collateral

\\ Brand Naming

INFUSING
SENSE OF
PLACE INTO
TRANSIT

TRANSIT IN ASHEVILLE EVOLVES
With an aging fleet of buses, routes needing reconfiguration and a system that lacked a strong identity and brand, the Asheville Transit Department recognized a need for an entire system update. After being awarded a $2.1 Million federal grant in 2009, the department was poised to transform the system and redefine the perception of mass transit in their community. Studio Six and Urban Trans were hired to rebrand and launch the system that would modernize transit and the rider experience in Asheville. The aesthetic goal for the revitalized brand was to communicate Asheville’s unique sense of place, one that communicates its vibrant ART community, its focus on environmental sustainability and the lush, rolling hills of the Blue Ridge Mountains.

Case study graphic showing new trips increase 4061

Studio Six worked closely with the City of Asheville’s transit department to brand the system. Together we launched a vibrant new brand that was designed for this beautiful urban city perched in the rolling hills of North Carolina. With a sleek new look, the perception of mass transit in Asheville quickly began to shift and the system saw an immediate increase in ridership. Within one month of launching the new branded system, ridership increased by 4,061 new trips.

Blue green bus stop sign with art in white letters

DESIGN IS IN
THE DETAILS

Studio Six developed new system nomenclature (ART – Asheville Redefines Transit), visual identity and branding that was consistent throughout the refreshed system. Fleet design, transit passes, signage, brochures and advertising were all branded with a fresh, modern look and feel. Abstracted leaves are featured in the logo and in the background pattern symbolizing a dedication to providing sustainable mobility options for a growing community.