Lextran Rebranding Campaign

Target Audience: For Lextran's rebranding campaign we divided our target audience into two categories: current customers and the general public. The target audience for the project was broad because building overall brand awareness was the objective since we were launching a completely new look and mission.

Strategy Objective:The overarching objective of this project was to launch a new brand that would bring consistency, professionalism, a modern aesthetic and a new mission to Lextran's identity. We worked with a local ad agency throughout the entire process from research to implementation. While they helped guide the ship, our rebrand team was key to leading it in the right direction with feedback and criticism of the concepts of the new branding. We spent nearly two years developing a comprehensive brand, producing newly branded collateral, and preparing for a relaunch.

Situation Challenge: Within the span of 20 years the Lextran logo and branding had changed a handful of times with different iterations of that brand existing throughout the city. There was a lack of one solid, current identity. Simultaneously, in Lexington, 1.4% of workers commute by public transportation. Therefore, for most people in Lexington, public transportation is completely foreign. This lack of awareness due to a broken brand system and not actual using the service led to a general negative public perception.

Results Impact: Lextran's launch of the new branding in July 2018 received a large volume of greater awareness and an increase in ridership. The launch garnered local, organic media attention. Post-launch Lextran's Facebook following increased by 5% over 4 months compared to a 2% increase in the previous 4 months. Lextran employees also spoke with members of the community and riders about the rebrand and overwhelmingly received positive feedback. Ridership also benefited from the launch. In the months following the unveiling, ridership increased by 8% when compared to the same time frame in the previous year.

Why Submit: Launching a full rebrand for an agency that employees over 200 people, runs 7 days a week and is a vital service for many people in the community is a massive undertaking. However, breathing life in a tired, inconsistent brand has value, which is clearly demonstrated by the impact from this campaign. Lextran took the opportunity to create a new logo and turned it into a chance to reconsider what the identity of the agency actually is. A new mission was adopted, new guidelines for brand standards were set and an unequivocal piece of Lexington's identity was reinvigorated.