High Valley Transit™

brand strategy / NAMING / visual identity / campaign

WE HELPED HIGH VALLEY TRANSIT BRAND A NEW KIND OF BUS LINE.

Summit County, UT is known for its world-class skiing and mountain town charm. Unfortunately, it has also become known for its traffic.

That’s why High Valley Transit (HVT) is creating a dedicated lane where buses can fly past cars during a traffic jam. But anytime someone proposes two years of construction, there is always backlash from the locals.

So we stepped in to help HVT create not just as another bus line, but a branded experience the community can get behind.

The result is The Bobsled Express, or “The Bob” for short.

naming

The Park City Community is heavily invested in anything that happens in Summit County, so we knew we had to involve them in the naming process. Together with our PR partner Ferrari & Co., we gathered hundreds of crow-sourced submissions. From there, we curated the list to a manageable number, and guided a naming workshop with HVT officials, local government leaders, and a few unaffiliated Park City locals. The process was fun, rigorous, and productive.

The group selected Bobsled Express because it implies speed and Olympic heritage. We shortened it to The Bob to add that extra dose of fun that turns a transit line into a brand.