Regional Transit Service is the public transit service throughout Rochester, NY and the seven surrounding counties. The brand had not been updated since 1969, and as you can imagine the perception was that RTS was dirty, loud, crowded and unsafe. They needed a brand refresh that would help people see the ease, comfort and overall value of riding RTS. Without having to worry about your commute, you can sit back, relax and enjoy the ride. To increase users experience the website was revamped, along with an app that allows riders to schedule their trip and continue to monitor the status throughout their day. In addition, bus stops became much more than a place to catch a ride, it became a place of entertainment. Bus stops offered a place where riders could plug in, charge their devices and log on to a server where RTS added weekly movies, music, games and books that could be downloaded for the ride. During the fringe festival, musicians, dancers and performers where scheduled to show up to bus stops unannounced to again help change perceptions—reinforcing the brand and enjoy the new relaxing experience.