CLARITA HINOJOSA

Washington State Ferries Rebrand

Timeframe 
6 weeks

Roles 
Research, art direction, branding, layout 

Skills 
Photoshop, Illustrator, InDesign

Process 
Research, moodboard, sketches, and logo iterations. Performed research to identify the history of the WSF and its ridership trends. The research phase was conducted with Lauren Haynes, Kristin Lowry, and Lauren March. Together we wrote the creative brief and identified brand character, attributes, purpose, position, and promise.

Objective 
Rebrand the Washington State Ferry system with its current ridership and a larger target audience in mind. 

Solution   
Designed a revised look and feel which would appeal to new and current ridership. Using the research data, I created several logo iterations which expressed the reliability and safety concerns of a ferry system. I applied the same branding considerations to wayfinding systems, ticketing, print advertisements, boat signage, website and WSF merchandise. 

In addition to acting as a brand identifier, the logo was deconstructed and repurposed as a wayfinding arrow and pattern for environmental graphics and merchandise.  Ferries would be clearly marked in a way that any child or adult could identify them and be directed. 
The final logo with it’s grounded symmetry and bright colors, achieved the goal of improving on the existing brand voice and appealing to a contemporary audience. Maintaining the trustworthy and grounded feel of this government system was of great importance. 

SCCA Student Work