Environmental impact is a huge concern for any transport company. For Lothian Buses, it’s something that’s at the heart of their business as they continue their journey to provide a sustainable transport service.
Branding, brand strategy, copywriting, graphic design, bus livery and advertising.
As Lothian Buses continued its environmental investment it introduced a further 20 double deck hybrid buses (taking their total hybrid fleet to 85), a move that would remove over 500 tonnes of carbon from the footprint of the business. Along with the launch of the new buses, the business planned to roll out a campaign internally to help staff get behind its green initiative through encouraging more recycling and reduce their daily impact on the environment.
We were asked to create a simple but impactful eco brand to communicate Lothian Buses’ environmental commitments across the whole business, its customers and the wider public.
Lothian Buses were keen for the eco brand to portray their continuous journey of environmental improvements. This wasn’t to be a one-off campaign or a clichéd attempt to help launch the new hybrid buses – they needed it to fit naturally within their existing corporate brand and grow alongside their ever-expanding green credentials.
The challenge for us was to create a brand with a strong, universal meaning that would be flexible and adaptable to complex applications (everything from a bus side advertising space to a recycling bin). We sensed that the brand message would be as important as the design itself so we set out to create that story.
Our journey to a more environmentally sustainable transport service will make a world of difference to the planet. But on a more personal level – Lothian Buses is all about people – Edinburgh’s population will know they have a world class, world-friendly transport service for their world famous city.
We think the world of Edinburgh.
“We wanted the branding to be clean and simple yet convey a powerful message to show the people of Edinburgh that they can rely on a bus service that is doing everything it can to steer the world in a better, more environmentally friendly direction.
It has been a creative challenge but also a great privilege for us to be involved in the project, especially as Lothian Buses is our local and much loved bus service.”
Managing Director, LEWIS.
The eco brand has helped to showcase Lothian Buses’ commitment to Planet Earth and to the city of Edinburgh and its strong personal message really struck a chord with the city’s residents. The branded hybrid buses are a common sight on Edinburgh’s streets and we’re delighted to see them every time we trek over to Ocean Terminal for our lunchtime treats!
The brand has also helped to transport Lothian Buses’ internal eco initiatives to a better place. Resource saving projects, such as a new efficient recycling system has sucessfully increased recycling to 94%.