Transforming a Transport Giant From the Inside-Out

The UK bus market has been undergoing unprecedented change. Long-term declining bus use, post-COVID changes to the routines of millions, a rapid switch to EV (electronic vehicles), the growth of mobile booking and payment, and a political push toward franchising models all underlined an urgent need for renewal.

First Bus, a £1 billion+ market leader who move millions of passengers every day, needed a transformation which responded to these changing times.

In 2022 we were trusted to help support and drive the business in a major strategic transformation. For the first time in their 30-year history a full refresh of their brand, strategy and vision—nationwide.

Our team travelled across the UK, talking to hundreds of staff in depots and boardrooms, speaking to thousands of passengers, and engaging local communities. The research revealed cynicism toward corporate promises and a fondness for the bus itself, reinforcing the importance of matching brand transformation with tangible service improvements.

From there, we devised a strategy to focus on internal engagement, ensuring real business changes were underway before unveiling a new brand identity. The new platform, “Moving the everyday,” celebrates the quirky, human moments unique to bus travel. A fluid new visual identity and a warm, playful verbal style highlight the bus as a unifying force for people from all walks of life.

To launch, we produced a poetic 60-second manifesto film, “My Bus,” featuring Jordan Stephens, capturing the honest magic and occasional frustrations of shared travel. This inside-out approach brought the workforce on board from day one.

The December 2024 rollout spanned thousands of offline and digital touchpoints. Backed by a national campaign, the launch secured 59 million screen impressions and boosted brand sentiment by 2.5% in the first 24 hours. Phased expansion will continue across buses, uniforms, and depots, with robust tracking in place to measure impact as First Bus continues to move the everyday—together.

And with fresh thinking and originality throughout, a commitment to beautiful execution, and a focus on great storytelling that pushes the client brief beyond expectations, this new identity emotionally connects with both passengers and staff across the nation.