Boise's transit system was clean, convenient, and well-loved by the people who used it. The problem? Most people never considered it in the first place.

Valley Regional Transit’s brand refresh and campaign strategy set out to change that by connecting public transit to the culture, energy, and personality of the city itself.

Through storytelling, movement, and a celebration of the people who make Boise what it is, the campaign reframed the bus as something more than transportation. It became part of the story of a growing cityand invited more people to come along for the ride.