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Passenger
A new brand, identity and website for a purposeful business, advocating for sustainable, shared transport
Passenger A new brand, identity and website for a purposeful business, advocating for sustainable, shared transport

Technology to inform and empower responsible mobility choices

Passenger develop transformative digital experience platforms 
for operating companies and market-leading apps for their passengers.

The brief

After discussions around mission and values generated some confident statements, Passenger approached us to help validate the results of this internal work, collaborate to reveal the brand and then evolve the identity to better and more confidently represent a new, shared reality for the business.

We were also engaged to apply this new brand and visual identity onto a completely redeveloped website, carrying a new value proposition and tone of voice, better suited to customer need.

From insight to alignment

Researching developments laid out by the Government’s National Bus Strategy, as well as considering views of several industry groups and the competition, we established a number of context within which to differentiate Passenger’s offering. We helped create a clear space in their market around customer experience in shared transport, which not only fulfilled the direction that the industry is moving in, but also chimed with breakthroughs in understanding the potential of their technology.

We leant into culture, ensuring that internal alignment to purpose shone through. We developed a brand able to advocate together with the rest of the industry not only to encourage passengers back on busses post-Covid, but far into the future.

Evolving the identity

The murmuration of starlings gave us an incredibly fitting metaphor for humans travelling together in shared mobility. But, in development it also came to represent both the sharing of data, crucial to making Passenger’s technology work across many different regions of the UK, and the shared purpose of the Passenger team.

We established a more robust identity, improving legibility of the logo and the word mark, developed a new colour palette reminiscent of the colours of dusk, when murmurations typically occur, and developed a series of graphic applications of the murmuration patterns. As a guide for further development within the internal design team, we showed the identity working across many touch points, bringing existing assets from the previous identity into the new system.

Digital first application

Once the brand and identity had been developed, polished and presented, the redevelopment of the website represented the first real-world application of the new brand. Re-engineered from the ground up and adopting the new visual styling, the website is no longer a legacy of the digital agency that Passenger once was. Using the strategy work as a basis, we were able to work together to determine structure and navigation centred around more considered value propositions, and a focus on values and purpose allowed the culture to shine through to support the rapid expansion of the team.

The marketing team delivered a phased content plan and, with that in place, we were able to collaborate and accurately plan the initial stages of both design and development for the new site. Our flexible, modular approach allowed us to focus on giving the team the tools they needed to build the site out, with full control of the content management system. Our SEO team were on hand to manage the transition to a new domain, more focussed on the Passenger offering, and support the marketing team through this change.

Matt Lawrence

Head of Marketing at Passenger

“I was truly impressed by the levels that Salad immersed themselves in the world of Passenger and public transport to be able to guide us in defining the value we bring to the market. The levels of support, expertise and commercial savvy they brought have given us a brand and website that reflect who we are today and who we aspire to be in the future.”

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