Rebranding

Chartwell Agency recommended a comprehensive communications strategy tailored to meet BCT’s objectives. The project began with a facilitated messaging meeting, a collaborative session with BCT’s key stakeholders with the goal of developing a cohesive message that effectively communicates BCT’s services, rates, and community impact.

Following the messaging, Chartwell Agency led a research project to uncover valuable insights directly from BCT riders and agency partners to guide the strategic trajectory of the rebranding project. The firm developed a survey and connected directly with participants through phone calls.  These conversations provided valuable insight from these audiences regarding BCT’s strengths and weaknesses, existing perceptions and the language that should be reflected in marketing.

Informed by insights from the brand analysis research, the Chartwell team crafted a new logo. Inspired by a community connection and sense of motion, the identity concept formed the foundation for a visually striking design. The logo captured Boone County’s dynamic spirit and BCT’s commitment to seamless transportation. This cohesive brand identity extended seamlessly to professional business stationery including letterhead, envelopes, business cards and an updated bus pass design. The consistency across all brand elements reinforces BCT’s trusted image within the community.

Finally, Chartwell developed a 12-month marketing plan outlining overarching strategy and actionable steps to heighten awareness, build engagement, and reinforce trust in the community. The plan included traditional advertising strategies, stakeholder communications, public relations initiatives, content strategy recommendations, social media tactics, and community outreach efforts.