Creating an Environmental Brand
Santa Cruz Metro
Opportunity
Santa Cruz Metro recognized the need to rebrand and reposition itself in the public eye, aspiring to transcend its image as just a transit provider. They sought to tap into the community’s strong environmental values and establish a reputation that riding the transit system was not only about getting from point A to B but also about contributing to ecological preservation.
Approach
A campaign was designed that visually and conceptually integrated the act of riding the Metro with environmental commitment. This approach included a creative overhaul of the Metro fleet’s appearance, adorning the buses with vivid nature imagery. This strategic aesthetic transformation aimed to catch the public’s attention and create an immediate visual association with environmental care.
Outcome
The campaign achieved remarkable success, as the transformed Metro fleet resonated with local values, leading to increased public enthusiasm and support for environmental initiatives. The perception shift was substantial, with Santa Cruz Metro effectively redefined as an eco-friendly transport choice. This enhanced image contributed to financial backing for local environmental projects, illustrating that community engagement in sustainability efforts can lead to both reputational and financial gains.
Photography used in the One Ride at a Time Campaign was provided by Frans Lanting, Christine Eckstrom and other partner photographers.
While buses remain the focal point of the campaign, it also features beautiful video ads that run on social channels, extending the overall reach of the campaign beyond the fleet. The use of video footage complements the nature photography used on the wraps. Additional campaign elements extended to radio, print, transit assets, and more.