Challenge
The Buckhead Area Transportation Management Association (BATMA, now called Livable Buckhead) planned to launch a new shuttle service with the goal of serving Buckhead commuters, visitors and shoppers. Before launching the shuttle, BATMA needed to create an identity to help brand the new, environmentally friendly shuttle system and gain community support.
Solution
c21 worked with the community to create the system’s name and logo for added engagement. BATMA and c21 chose a private graphic design, art and advertising college.
A class of 36 students developed more than 30 names, which were narrowed down to six by the BATMA board and c21. The selected names were developed into logos and bus exteriors. B-Link, Beat, BEV, Breeze, BUC, and REV were presented at a public meeting to more than 300 Buckhead residents and stakeholders. c21 created an online voting system to ensure anyone unable to attend could have an opportunity to vote. After receiving more than 1,500 votes, “the buc” for Buckhead Uptown Connection – was selected.
Results
In just four months, c21 identified the college, developed the contest to design the logo and name, and promoted the meeting and online voting process through local news media. This included three local television stations, one radio station and three publications covering the meeting.