Electric Energy: Launching The Dash with Bold Branding and Public Engagement
When Trinity Metro prepared to introduce The Dash — Fort Worth’s first electric bus shuttle connecting Downtown, West 7th and the Cultural District — they turned to J.O. Agency to bring the service to life. Through strategic branding, vibrant design and a high-impact promotional campaign, The Dash made a memorable entrance, achieving (and exceeding) ridership goals from day one.
J.O.’s Strategic Vision
- Develop a distinctive brand identity for The Dash that feels modern, clean and energetic
- Build excitement around the launch with a month-long free ride and promotional program
- Drive early adoption and long-term loyalty among commuters, visitors and local residents
- Reinforce Trinity Metro’s commitment to sustainable, forward-thinking public transportation
J.O.’s Print Campaign Approach
J.O. created a complete brand identity and launch campaign that positioned The Dash as an exciting new transportation option while driving immediate ridership. The team:
- Developed dynamic brand identity including logo, color palette and visual language reflecting urban sophistication
- Created “Dash and Discover” month-long launch promotion with free rides and local business partnerships
- Produced comprehensive marketing materials including print ads, digital banners and social graphics
- Designed bus graphics, stop signage and route illustrations for complete system branding
- Developed animated digital content and consistent messaging positioning The Dash as clean, easy and exciting transportation
- Designed The Dash’s logo, color system and overall brand identity
- Created full bus wraps and signage to visually distinguish The Dash fleet
- Developed the Dash and Discover event concept and associated promotional materials
- Produced social media assets, digital ads and outdoor advertising to build buzz
- Coordinated messaging rollout across multiple platforms to ensure consistent branding
IMPLEMENTATION
RESULTS & METRICS
- Achieved initial ridership goals during the Dash and Discover free ride promotion
- Exceeded long-term ridership projections even after fares were introduced
- Elevated public perception of Trinity Metro as an innovator in sustainable transportation
- Created a scalable brand platform that continues to serve The Dash’s growth and marketing needs