Canada's First State of Youth Report
PUBLICATION DESIGN
A re-imagination of the Government of Canada's first State of Youth Report
PROJECT SUMMARY
Since 1960, BCFerries has been a leader in public ocean transportation by providing safe travel routes for all citizens of British Columbia. However, BCFerries has been failing to connect to its key target audience who most frequently use the ferry service. They perceive BCFerries as a company who prioritizes tourism over public service. Customer satisfaction rate has been steadily decreasing for the past five years.
BCFerries must undergo a visual transformation to reinforce their brand values and their mission statement across their customer touch-points. This fictional brand identity and positioning refresh will better promote BCFerries as an essential public service and a community ambassador to its target audience.
Not only will this brand identity better reflect the company BCFerries is today , but it will usher in a new era of change for them as they work to become a leader in a more sustainable future.
