
Brand Identity / Brand Experience
The Portland Bureau of Transportation (PBOT) asked us to create a brand system for RoseLane, a city-wide network of special traffic lanes that give buses and streetcars priority on the road, helping people move more reliably and quickly.
Working with multiple stakeholders, we invested in defining goals and objectives for the brand. Being the first year of COVID, making people smile was one key priority.

Internally named “Rosie” the logo was designed to personify a Portland bus/streetcar in motion. RoseLane Red, is both friendly and fast.
Beyond the core brand assets, we identified key moments for PBOT to communicate the tone and benefits of RoseLane to the public.



