BCC - Bus Series
Background
To celebrate large events, or local initiatives, buses within the Brisbane City Council fleet take on their own individual personality. Bright, fun and colourful these buses form part of the Brisbane community, and everyday locals rely on them. The Council commissioned Brio Group to design the identity and brand of the City Glider and Spring Hill Loop bus, as well as design the Chinatown Mall and Brisbane 150 buses.
We created
Corporate Identity / Illustrations / Vehicle Livery / Postcards / Signage
Teams Involved
Brio Design
Brio Advertising
Objectives
Brio Group were required to give each bus a unique look and feel that would suit each bus’s objective, whether it be permanent branding or a short term campaign. The buses are aimed at the Brisbane market only and it was therefore important to inject a Brisbane and Council flavour into the creative, to inspire residents to take public transport and be proud of their city.
Strategic Approach
Brio Group developed the identity and brand for the distinctive blue and white City Glider buses. We created a fun illustration of an iconic Brisbane native, the sugar glider. He is family-friendly and is seen gliding along the sides of the bus sporting a helmet to reinforce the safety message to children. The fresh, lively blue palette helps the City Glider bus stand out amongst the grey city buildings, injecting life and fun to the streets and becoming an instantly recognisable icon. The Spring Hill Loop bus is bold, bright and the creative reflects the iconic landmarks and buildings that form part of the loop’s regular journey. Plus, it also helps position the bus as the ‘local’s bus’, as Spring Hill residents and workers will naturally identify with these landmarks. The Brisbane 150 design is festive, celebratory and in line with the city-wide advertising and branding of the big event. Meanwhile the Chinatown Mall bus visually communicates the changes to the Mall and reconfirms to residents how they can become involved in the ‘new’ Chinatown Mall (Asian supermarkets, retail therapy and delicious dining). The creative portrays a lively night scene that gives the audience perspective of where the Mall is located and the fun, enticing feel of the China-meets-Brisbane precinct.
Results
The City Glider buses have become a fixture of the city streets, and proven to be easily recognisable amongst the sea of buildings and cars. Branded bus stops that tied in with the creative were also rolled out by Council. The Spring Hill Loop creative was a success and further rolled out to include bus stops, postcards and signage. Meanwhile the event-based designs for the Brisbane 150 and Chinatown Mall formed part of the colourful fleet of fun, interesting and engaging buses that provide an important (and green) service to Brisbane residents.
Design
Digital
Advertising
