Ferry Tickets and Schedule
Website and Mobile App
I started the process by researching WSF. I conducted user interviews with current employees and riders as well as reviewed WSF’s rider reports and statistics.
Capturing the brand’s identity
After doing my individual research on WSF I worked in a group to dive further into brand positioning through a series of branding exercises. From this, the brand pillars were born and I was able to start concepting the visual aspects of the identity.
We are: Practical, reliable, nostalgic, relaxed, friendly | We are not: Impersonal, showy, precious, rustic, playful
A brand’s logo is very important as it serves as the face of the brand and provides easy recognition and assurance to customers. I chose a design that best reflected the relaxed, approachable, and steady qualities of the Ferries and ferry-riding experience.
I chose Gill Sans as the primary typeface because it is warm and open, and conveys a look that is clean, modern and classic.
The color palette was inspired by the colors of the Puget Sound and surrounding scenery. It includes soft blues paired with white and off-white to maintain a sense of lightness and calm, as well as secondary colors that expand into green and teal hues.