I have been working with KAT since 2008. Originally they commissioned me to rebrand Knoxville’s entire transit system. Through my process of brand discovery, a series of surveys were given in order to gain an understanding of the present brand. From this research it was discovered that the perception of KAT was that they were unappealing, had archaic brand design, and had inconsistent messaging. After the research and analysis were completed, I proceeded to develop present and future goals, objectives, and direction.
Solution
My goal was to position KAT as a young, vibrant source for affordable, alternative transportation in Knoxville, TN, increase ridership among choice-riders, and enhance positive feelings. I did this by making their brand edgy, modern, sophisticated, and fun. In addition, internal as well as external campaigns were created and implemented to help create a total and authentic brand. From this foundational thinking, I created a new logo and tagline (“Ride for Change”), system maps and brochures, a redesign of the system bus and signage (new colors, design, etc.), a new high-end website with a sophisticated back-end, photography that captures the “feel” of the new KAT brand, tickets and passes, special University of TN brochures and large-scale directional posters for UT kiosk, an ad campaign for Air Quality Alert days, brand guidelines for collateral and ID applications, an employee “Thank you” campaign, and a creative TV spot touting, the new $30 million transit transfer center–Knoxville Station.
Results
KAT has become a premiere success story and leader among mid-size U.S. transit systems. Their ridership has increased significantly and the perception of KAT has turned around and is getting stronger…and all of the campaigns have earned them numerous awards, boosting its forward thinking reputation. I understand it takes a village to raise a brand, and I am glad to continue to be a part of KAT’s success.
“Hornsby’s design and branding work elevates KAT above the expected within my industry. With my new brand, the sense of professionalism throughout the organization has been heightened. I continue to be impressed with their creativity and industry knowledge.” – Belinda Woodiel-Brill, KAT Director of Marketing
