Australian Pinnacle Transit Group

Pinnacle Transit Group

After the recent acquisition of Adams Coachlines, our clients (operators of Rottnest Fast Ferries) approached us to rebrand the business. This included an evaluation of the group's brand architecture, which included several other sub brands.

The Brief

To begin the process we invited key stakeholders to participate in a brand workshop where we were able to discuss the group's objectives and the different ways that brand strategy could help achieve these. It was decided that the best way forward was to have one parent brand for the total group, under which would sit separate brands for the different business arms. The brand workshop was then able to focus on the main parent brand. Through the workshop we were able to clarify and identify the key attributes that define the brand: audience, offering, positioning, personality and values. The documentation of this provided us with a clear brief to begin the creative brand-creation process, beginning with the name.

The name Pinnacles Travel Group was arrived at by applying a process of funnelling the many contenders though a sieve where they were tested and scored against six key criteria. The highest scoring names formed a shortlist and each was checked for business name, trademark and domain availability. The resulting short shortlist was then put out for opinion and the result was Pinnacle Travel Group as the group parent brand and the main coach business name Australian Pinnacle Tours.

Our graphic designers then set to work designing the visual elements of the brand with the eventual outcome being the 'P' symbol representing a moving a road flowing the through the landscape.

From this point we moved onto the massive task of applying the new brand and graphic elements across busses and vehicles servicing the different business arms of the Coach services.

The rollout is planned to happen over the next tourist season (Covid pending) as vehicles are replaced or repainted. We look forward to seeing the rebranded fleet out on the road carrying lots of happy tourist to destinations all over our great state.

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