A Refreshingly Uncomplicated Brand Identity
Transurban came to Bates Creative with the new Express Lanes look and feel, but needed the strategy and creative execution to launch it across all of its channels. The brand’s visual transformation swapped a dated logo design for bright pop colors with illustration-driven accents. The new logo uses a cursive swoop to connect the “e” and “x” in Express Lanes. This playful interpretation of the brand’s name visually symbolizes the brand’s purpose: getting drivers from point A to point B with ease.
The approachable appeal of the design had also been translated into the Express Lanes new brand voice. It needed to cut out complication for customers by using simpler words, straight-to-the-point messages, and a touch of intelligent wit to help the brand sound more relatable.
Bates Creative was presented these branded assets to design, develop, and write a new Express Lanes website complete with a variety of creative services.