case study
Bayway
travel the Bayway
Formerly known as Bay Town Trolley, the public transit system in Bay County, Florida, underwent a comprehensive rebranding effort in 2022. The process began with a new name, and an extensive public engagement campaign gave riders and the community a chance to submit their input during the rebranding. The new name aligns with the system's expanding services and regional reach.
The logo contains a historical element of the original: the simplified wavy line representing the physical bay on which the county lies. The color palette also represents the local geography: the sand, sea and sky elements are most prominently manifested on the route signage.
Although most fleet vehicles heavily feature advertising, the rebrand launch was marked by a complete bus wrap showing off the new mark and colors. BowStern also provides continuing marketing support, graphic design, public relations, social media management, and digital advertising for the system.
route signage exceeds legibility requirements and portrays the sand-sea-sky motif
Route signage combined functional requirements with visual interest to create an elegant wayfaring solution. Color-coding for routes was unified and language simplified. The wavy edges also ensure the sign is identifiable from behind.
website functionality
The website was enhanced with a number of user-focused apps, including timetables, mapping, real-time bus tracking and ticketing apps.
Designed with mobile use in mind, the site is intended to be of most benefit to riders on the go, standing at bus stops or trying to make connections.
