Lifti - New public transport operator
Brand definition, visual identity design and launch of renewed regional public transport.
Vaasa region committed to a common public transport operator, instead of every city owning its own operator. This new operator was launched to action in August 2022. The change meant that a completely new traffic plan and a new brand needed to be introduced to the region's residents. The goal of the project was to increase the use of public transport in all user groups.
Project was planned and developed together with the residents to increase public interest towards public transportation. The residents were invited to innovate and vote for a name as well as vote for the colour of the buses. The public transport was voted to be called Lifti and the buses were voted to be taped in pink color.
Lifti - Brand and Visual Identity for the Public transport
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Process:
2018: The way of organising the new joint public transport of Vaasa and Mustasaari and the goals are defined.
Autumn 2019: Planning and impact assessment of the new line will begin.
Spring 2020: The branding of the public transport reform starts. A brand with a new logo and visual look is being planned for the public transport of Vaasa and Mustasaari.
Autumn 2020-spring 2021: The name and the main colour for buses are chosen by voting. The residents of the Vaasa region voted for the public transport to be called Lifti and the colour to be pink.
Spring 2021: The operator is chosen. At the same time, the city of Vaasa ordered three new biogas-powered buses.
July-August 2021: Taping of buses begins. Cars according to the new brand are already appearing on the streets.
October 2021: Lift's new line are be published.
May 2022: Lift schedules are published and MiniLifti, shared cars,
July 2022: Lifti starts operating
August 2022: MiniLifti, shared cars, are
available for rental to all residents.
Car sharing with MiniLifti
In addition a car sharing project, named MiniLifti, was introduced to the public in the summer of 2022. The cars are used by city employees on weekdays, but anyone can freely rent them in the evenings and weekends.
Results
The residents participated actively in the project. The project group received more than 600 name proposals, and more than 3,000 votes were cast to find the winning name. As Lifti started operating, and already in the very first month, the number of passengers increased by as much as 14 % compared to 2019 (before the corona pandemic). During 2023, Lift was boarded a total of 1.8 million times. The number of passengers increased by 50 % compared to the previous year.
Tasks in the project
Brand Management, Project Management in Visual Identity Project, Launch Strategy, Marketing Strategy.
