I70 traffic is a major Colorado woe, and Bustang wanted to provide an eco-friendly, affordable, fast and comfortable alternative to driving: an hourly, weekend shuttle van service with the capability to use express lanes and bypass traffic. Amélie was tasked with branding and launching the service.
Enter: Pegasus. While staying in the Bustang family of stallion nomenclature, the name “Pegasus” suggests a journey beyond the normal day-to-day to the larger-than-life mountains of Colorado. For a slight evolution to the Bustang horse logo, we added wings to illustrate the new heights that Pegasus will bring to the brand. This design element is especially striking on the vans themselves—designed to draw attention from those stuck in traffic as it gallops up the express lanes.
To promote Pegasus, we developed a multi-phase approach to tease the brand on social media, culminating in its official “unveiling” by Governor Jared Polis at our launch event.
The launch resulted in over 70 stories, and over 36 million earned media impressions.
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