Rebranding a luxury transportation company that has served political, commercial and private events for over 20 years.

Kamala. Trump. And Premiere Transportation. It’s an unexpected story and the case study you WEREN’T expecting this year. ⁠
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Two years ago, we met our clients at Premiere Transporation and they presented us with a unique and incredible task. A rebrand for the luxury transportation company that has been transporting VIP guests for more than 20 years. As we approached the rebrand, we wanted to honor the legacy that Premiere has built in the industry and be mindful of their primary clientele – luxury transportation and bus wraps for the campaign trail. (They’ve also been featured in Madam Secretary, American Idol and book tours for some of the nation’s best releases.)⁠
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How do you honor the legacy of the brand and be thoughtful with each change? It was a great task and one we successfully completed. We cannot wait to see how they leverage the rebrand and website presence for years to come. ⁠

How We Helped

In every project we begin with our discovery phase – we look at the mission, values, target market and competitor analysis before looking to visual implementation.⁠
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From there, we move into the stories we are want to tell. We ask questions like, “How can we speak to each of their demographics while keeping the overarching identity in tact? How can we create an overarching brand that appeals to both sides of the aisle? What motivates their buyers in the market? ⁠
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During our discovery phase, our clients at Premiere Transportation wanted to lean into the idea of continuing a journey and how their luxury services offer at every stop along the way. It isn’t about the final destination but HOW their customers get there.⁠
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In the submark exploration, we played with the art deco, san serif typography and a narrow set width. We wanted to retain both the round shape from the initial mark and focus on the upper case “P” retaining elements from the initial brand and transitioning customers to an updated and timeless identity.

Some of our favorite website improvements

1. Dynamic transitions and content.⁠

We love engaging users and keeping them clicking throughout the site. For this site, we wanted it to exude the luxury experience clients receive with Premiere’s services and pulled inspiration from their fleet of coaches. We played with side swipe submenus, dynamic transitions, parallax scrolling and animated book now button with a custom coach icon. This site is a great example of an online space being just as incredible as your in-person experience.⁠

2. Improved user experience. ⁠

With a focus on mobile first user design, clarity between the coaches and display of bus wraps across a variety of industries, the site is intuitive for the user and provides them with all the necessary information needed.⁠

3. Clear sections on the site for each target market.⁠

Premiere services political, corporate and personal travel clients. We created clear sections related to each of this services with a focus on storytelling and SEO.⁠

Client
Premiere Transportation

Location
Nashville, TN

Sector
Transportation
Luxury
Political

Services Completed
Brand Strategy
Visual Identity
Website Design

Project Team
Melissa Jones
Micah Bergen
Somya Mishra

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