Hytch Branding Case Study
About the Project
The first step was coming up with a name. Multiple options were presented and then narrowed down. Once there was agreement on a name, additional research and vetting had to be done to ensure there wouldn’t be trademark issues. In this process, we determined it would be safer to name the service Hytch with a Y as “Hitch” was already being used in other states for similar services. Additionally, the client mandated we include “by Michigan Flyer” in the full logo.
After the first round of logo options, feedback was taken into account and refinements were made to arrive at a final design.
Left: Hytch logo; Right: Branded Vehicle with the Michigan Flyer Bus in the Background
Hytch Brand Style Guide
Initial Exploration of Various Hytch Logo Concepts
D2A2 Branding Case Study
About the Project
The Regional Transit Authority of Southeast Michigan had plans to launch a brand-new bus service for travelers and commuters between Ann Arbor, Michigan, and downtown Detroit. The city of Detroit is commonly referred to as “The D” and Ann Arbor is commonly referred to as “A2” (A squared). The project included naming and branding along with a media campaign and other promotional deliverables. Thus, a shortened name emerged from Detroit to Ann Arbor, becoming D2A2.
Reports and research were provided to help inform the project approach. InVerve created a project brief, plan, and budget with input from all stakeholders. With more than a dozen people in the decision-making group, the strategy and solutions needed sign-off by all stakeholders.
After a first-round presentation of numerous options, feedback was taken into account and refinements were made to arrive at a final solution that could be tested in market. The selected logo was well received and rolled out to become an easily identifiable brand in the market.
D2A2 Brand Style Guide
Initial Exploration of Various D2A2 Logo Concepts
Other Transit Logos
DEI Diversity Equity & Inclusion Task Force Logo
CATA 50th Year Anniversary Logo
CATA Ambussador Transit Guide Logo
CATA Thrives Logo
CATA Grab & Go Express Logo
CATA Imagine the Avenue Event Logo
CATA Beyond the Bus Logo