SafeBus
An unknown startup App. Seeking 2nd wave investors. Lacking a modern identity. Without brand name recognition. Not a high-tech presence.
Meanwhile, the core issue was to:
Establish
SafeBus
as an essential App for parents.
Our strategic focus became to:
Communicate safety and peace of mind.
Immersion
STEP 1: RESEARCH & ANALYSIS
Existing Branding & Top Competitors
Strategy
STEP 2: DESIGN STRATEGY
Key Brand Benefits & Product Offerings
Brand Image & Creative Brief
Design Strategy: Target Audiences
KEY BRAND BENEFITS & PRODUCT OFFERINGS
SCHOOLS:
- Revenue sharing from sponsorship
- Save money
- Enhanced technology
- Better transportation tools
- Advanced training for drivers
- Anti-bullying programs
PARENTS:
- Peace of mind
- Real-time alerts
- Eliminating stress
- Better communication
DOT:
- GPS technology
- Superior fleet management tools
- Improved productivity
- Lower costs
- Better trained drivers
- Added value to parents & schools
SPONSORS:
- Building good will and recognition with community and parents
- Brand associated with safety and social responsibility
BRAND IMAGE:
- Tech-savvy, technology based (GPS & route guidance software)
- Creating peace of mind (Real-time tracking alerts)
- Parent/child focused (Sponsors provide revenue to participating schools)
- Safety conscience (Advanced training for drivers)
- Socially responsible (Anti-bullying programs)
- Capable and competent
- A trusted leader
CREATIVE BRIEF:
- To introduce the SafeBus APP (locally, regionally, nationally)
- Build brand awareness/recognition of Safebus benefits
- Create strong brand name recognition
- Appeal to a broad age group (students to sponsors)
- Design needs to be “inviting”
- Look and feel high-tech but friendly and accessible
- Visually eye catching
- Designed to stand out from your competitors
Concept A
STEP 3: Logo Design Exploration
Concept A: Forms the letter “S” Represents a road
Concept A: Logo
SafeBus
Concept A: Business Card
Concept A: Corporate Stationary
Concept A: Training Materials
Concept B
STEP 3: Logo Design Exploration
Concept B: Grid represents connecting
Triangulation using 3 points to collect data
Concept B: Logo
SafeBus
212 531 3315 917 654 9876
EdwardGillespie@CSNsafebus.com CSNsafebus.com
Concept B: Training Materials
SafeBus
SafeBus
Concept C
STEP 3: Mascot Design Exploration
Concept C: Brand Mascot
TM
I’m there every stop of the way.
SafeBus
Concept C: Corporate Stationary
FACT: 26 million children ride school buses every year.
I’m there every stop of the way.
Concept C: Merchandise
I’m there every stop of the way.
Concept A
Concept B
Concept C
SafeBus
STEP 4: Creative Development
SafeBus
SafeBus
SafeBus
STEP 5: Brand Identity
“I have found SDG engagement has been second to none, this married with their creativity and their ability to meet tight deadlines, have made them a perfect partner. We can recommend Fiona and her team whole heartedly.”
Ed Gillespie, CEO SafeBus
SafeBus
Case Study
