Washington state ferries
The Washington State Ferries (WSF) is a utilitarian, government run service used by everyone. The goal is to refresh the WSF brand. Commuters and tourists need a reminder that they can count on the ferries to not only get them where they want to go, but evolve with the times. An additional level of brand cohesion is needed to prove this point.
Develop a new visual identity that is both relatable and trusted for a well known government public transportation service.
One Sentence Message:
WSF is more than transportation, it’s the Northwest experience.
Efficient, trusted, and connected.
As the largest ferry system in the U.S., WSF sets the standard for transporting people where they need to go comfortably and safely throughout the Washington’s waterways
A modern, illustrative brand mark that connects riders to the experience of riding the ferry This is paired with strong and clear custom lettering. Gotham was used for it’s round, friendly letter form. A limited color palette, gradients, and pattern are used to create a clean aesthetic.
Timeframe: 12 Weeks
Mobile and Web Design
Tools: InDesign, Illustrator, Photoshop, Sketch
Deliverables: Research, Branding, Logo, Brand Identity Book, Print & Web Ads, Merchandise, App, Website Home, Environmental Graphics
Washington State Ferries Logo
Website and App