BR AN D STR ATEGY
4 Greyhound History 6 Timeline 8 Competitive Analysis 14 Audience Profiles 20 Brand Grids 22 Brand Soul 23 Brand Mission Statement 23 Brand Repositioning Statement 24 Keywords
Section GREYHOUND
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Greyhound Lines, Inc. DESCRIPTION
The Greyhound is a system of intercity buses that transports people throughout the United States. With headquarters based out of Texas, Greyhound is the largest motor coach service in the U.S. and Canada.
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GREYHOUND History
History In 1914, a car salesman named Carl Eric Wickman used a seven-passenger car to transport iron ore miners from Hibbing, MN to Alice for $0.15 a ride. This turned into a bus service he provided with Andy Anderson and C.A.A. Heed. By the 1920s, Wickman had merged with other small transport companies and owned 18 buses. The name “Greyhound” was adopted in 1929 when a driver saw a reflection of the bus in a window and thought it looked like a greyhound. A year later, more than 100 buses were consolidated into the “Motor Transit Company,” and changed the name to “The Greyhound Corporation.” The Greyhound seems to have a long history that rode parallel to that of the United States including being part of ruling in 1955 that made it so that no interstate buses could be segregated. Through the 1980 to the 2000s, the Greyhound experienced many drivers’ strikes, mergers, and bankruptcies. Its first bankruptcy was in 1990 after 6,300 went on strike and the company found difficulty competing with low-cost airlines like Southwest Airlines. In recent years, Greyhound has created a negative reputation of overbooking buses leaving some customers with paid tickets out on the curb.
History GREYHOUND
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GREYHOUND INC.
Timeline 1920S The name “The Greyhound”
1937
was coined by route
The company invested in buses
operator, Ed Stone,
and bus stations designed in the
for the Superior to Wausau,
late Art Deco style known as
Wisconsin bus route
“streamline modern”
1926 Wickman purchased Pioneer Yelloway System and Pickwick Lines
1914
expanding service from
Carl Eric Wickman began transporting iron ore miners
California to New York
1930
from Hibbing, MN
Wickman consolidated
to Alice, MN
over 100 buses into the “Motor Transit Company,” then changed the name to “The Greyhound Corporation”
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GREYHOUND Timeline
1946 Wickman retires and appoints long-time partner Orville S. Caesar as replacement
1954 Noted industrial designer, Raymond Loewy, designs the GM Scenicruiser
2007 Scottish company,
1955 The Interstate Commerce Commission ruled, base on the case of “Keys vs. Carolina Coach Co.,” that U.S. Interstate bus systems could not be segregated by race
FirstGroup, purchases
1983
ownership of the
The first drivers’ strike
Greyhound and creates
happens resulting in
“New Greyhound” with
the tragic death of one
improved terminals,
company driver at
new logo, and a new
the picket line
fleet of buses and routes
1990 First bankruptcy due to $142 million spent in back-pay for drivers
1956 WWII and the
that went on strike and almost $400 million in bad investments
development of the Interstate Highway System decreased Greyhound travel Timeline GREYHOUND
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COMPETITIVE ANALYSIS
Direct Competitors
Coach USA is a transportation company
Jefferson Lines is an American bus
that provides services for local and
company that serves cities in southern
inter-city travel. They operate more than
and mid-western states. The company also
2,400 vehicles and also provide tours
provides a charter bus service for large
and charter buses.
groups traveling within Minneapolis and Billings, Minnesota.
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GREYHOUND Competitive Analysis
Trailways Transportation System is
RedCoach USA is a young transportation
headquartered in Fairfax, Virginia and
company that services city-centers in key
provides destination services to a number
states using buses that are equipped with
of large cities across the United States
the latest technology offering amenities
including Atlanta, Chicago, New York City,
such as wi-fi, outlets and flat screen TVs.
and San Diego. Large group trips can be planned through a charter bus network.
Competitive Analysis GREYHOUND
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COMPETITIVE ANALYSIS
Ancillary Competitors
Southwest Airlines provides low-cost,
Amtrak is a railway system that offers
domestic flights to the United States
passenger railroad services throughout
offering a “no-frills� flying experience
the United States and Canada, serving
to keep the fairs low. All Southwest
over 30 million passengers a year.
aircrafts provide wi-fi but cut costs by offering small complimentary snacks and non-alcoholic drinks and no preassigned seating.
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GREYHOUND Competitive Analysis
American Airlines is one of the world’s
Many Americans own a car and would
largest providers of air travel servicing
prefer to “hit the road” with their family
both domestic flights in the United States
in the comfort of their own car. At times,
and international flights to select cities in
traveling in a personal car may be more
over 50 countries. The company averages
cost-effective than taking a service such
6,700 flights per day.
as a bus line or airplane.
Competitive Analysis GREYHOUND
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COMPETITIVE ANALYSIS
Future Competitors
Chariot is a shuttle service in the Bay
FedEx is an international courier service
Area that allows passengers to hail its
that provides packaging and shipping.
services via a phone app. to schedule
The company operates under the belief
rides between their home and work
that a connected world is a better world.
during peak commuting hours.
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GREYHOUND Competitive Analysis
Lyft is a ride-share company that allows
Postmates is an on-demand delivery
users to access their service via phone
service that operates in many major cites
app.. Lyft currently operates only in the
in the United States. It utilizes a network
United States and a few select cities in
of couriers to deliver various goods to its
Canada.
customers. The online service is accessed
It provides low-cow ride-shares called
through via a website or phone app..
Lyft Lines that matches users with other users going in their same direction to lower costs.
Competitive Analysis
GREYHOUND
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AUDIENCE PROFILE NO. 1
On-The-Road-Again Traveler
INTERESTS & SOCIAL LIFE: Jacob loves his family but he spends a lot of time traveling for work. When he is home, he enjoys going to dinner with loved ones but prefers a nice home-cooked meal and the feeling of being fully immersed in his family. Jacob’s brother lives close by and every once in a while is able to bring him on trips so they can check out the different cities without the guilt of leaving the family behind. IMPORTANT OBJECTS: Jacob has a 10-year-old iPod he doesn’t want to let go off mostly because he doesn’t want to have to curate all of his playlists on another device. He brings a office laptop and personal laptop
JACOB
where ever he goes so he can work while video chatting with his family.
AGE: 38 MARITAL STATUS: Married 10 years; wife is Sarah INCOME: 90K combined
SOCIAL MEDIA: Jacob and his wife Sarah have a family YouTube channel with videos of daily life and special occasions. The videos are shared on Jacob’s Facebook account which keeps him connected with
EMPLOYMENT: Insurance Salesman
friends and family he doesn’t get to see as often.
CHILDREN: Amanda 8, and James 4
NEEDS FROM THE BRAND: Jacob flies a lot and uses taxis as his primary form of transport. He can use
LOCATION: Los Angeles, CA
Lyft and Uber but his work’s expense system hasn’t incorporated those companies into the system yet so it’s a hassle and time suck to download all his receipts and make the expense report. Having a transport company work directly with his would not only make travel easier but cut out a few steps in writing his expense reports.
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GREYHOUND Audience Profiles
AUDIENCE PROFILE NO. 2
Introverted Commuter
INTERESTS & SOCIAL LIFE: Mindi likes the arts and will go weeks eating top ramen to go to a fancy museum opening, book signing, or workshops held in the city and be a wallflower so she can at experience what happens. She wants to join a book club but does not feel comfortable joining an established group. Mindi does not like public transportation (she’s a bit of a clean-freak) and because she feels she can never accurately guess when she’ll arrive somewhere. IMPORTANT OBJECTS: Mindi always has a book in her tote bag at all times.
MINDI AGE: 26 MARITAL STATUS: Single and dates when there’s someone of interest to her but has never been in a committed relationship INCOME: 21K EMPLOYMENT: Clerk at local book store CHILDREN: Cat named Oliver
SOCIAL MEDIA: Mindi likes to read her Twitter feed during her lunch break but hates taking photos of herself so she mostly posts about cats and books. NEEDS FROM THE BRAND: Rather than take the bus, Mindi will attempt to leave her home at least 45 mins. to and hour early to walk to work. Though the walk is relatively easy, she’s usually a few minutes late because she almost never leaves on time. She would like a service that gets her to and from work that is faster than walking. She has tried Lyft and Uber before but thought their basic service was too expensive and not consistent in terms of costs. Their ride-sharing options did not always get her to work on-time and she didn’t
LOCATION: Berkeley, CA
like being in a car with strangers though the cost was usually more agreeable.
Audience Profiles GREYHOUND
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AUDIENCE PROFILE NO. 3
Passenger Always on the Move
INTERESTS & SOCIAL LIFE: Annabelle loves music and is a self-proclaimed lifestyle traveler. Her boyfriend, Josef, proposed to her while they ere vacationing in Singapore last fall. She has lots of friends and wants to get to and from work as quickly as possible to go out on the town. IMPORTANT OBJECTS: The entire day would stop if Annabelle forgot her cell phone. She conducts lots of work on her phone and keeps in touch with Josef, her friends, and family throughout the day. SOCIAL MEDIA: Annabelle loves her life and loves
ANNABELL
to share it with the world. She’s close to getting enough followers in Twitter to be verified and she
AGE: 34
has almost 10K followers on Instagram.
MARITAL STATUS: Engaged to Josef
NEEDS FROM THE BRAND: Annabelle wants to be able to jump into a car as soon as she walks out the
INCOME: 120K EMPLOYMENT: HR Director & Team Strategists CHILDREN: None
building. Being able to schedule rides ahead of time and have them call her when they are outside would be great but she would prefer to spend her hardearned money on her next great trip or dinner with her friends than a private car.
LOCATION: New York City, NY
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GREYHOUND Audience Profiles
AUDIENCE PROFILE NO. 4
Time-Sensitive Traveler
INTERESTS & SOCIAL LIFE: Yu meets a lot of people and her schedule is jam packed from the moment she wakes up to when she gets home at night. Most of her friends started as colleagues and all of her colleagues consider her their good friend. She likes to stay active and goes to the gym in the morning before work and fits in a hike or run during the weekends. No time in Yu’s day is unaccounted for or unplanned. IMPORTANT OBJECTS: Yu’s smartwatch is with her at all times even when her phone cannot be. It helps her keep time and appointments because she refuses
YU AGE: 28
to be late. SOCIAL MEDIA: Though Yu thinks social media is a waste of time, she likes Instagram Stories because she can share her experiences without having to think too
MARITAL STATUS: Single
long on captions or editing images.
INCOME: 200K
NEEDS FROM THE BRAND: Yu wants to have her commute to work to be consistent. She wishes could
EMPLOYMENT: Freelance Consultant and Speaker CHILDREN: None LOCATION: San Francisco, CA
pre-plan her commute for the month, knowing that it will be there when she needs it. Though she feels she makes good money, she is very budget-consicous when it comes to her business and wants travel options that won’t break the bank.
Audience Profiles GREYHOUND
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AUDIENCE PROFILE NO. 5
Traveler Paving a New Path
INTERESTS & SOCIAL LIFE: Chase and his wife, Beth, consider themselves to have had a blessed life. Chase dedicated his life to the United States Navy and recently moved to Portland to be near their one and only daughter, Alyssa. Beth is content working on her garden and making their new house a home, but Chase wants to get back out and work mostly because of his interests with working with soldiers with PTSD. IMPORTANT OBJECTS: Chase always keeps a photo of his wife and daughter taken 30 years ago with him. SOCIAL MEDIA: Alyssa set Chase and Beth up with
CHASE
a Facebook account so that they can talk to family and friends from the military. Chase does not fully
AGE: 67
understand technology, but he’s happy to have it and
MARITAL STATUS: Married to Beth
he’s willing to learn if someone is willing to teach him. NEEDS FROM THE BRAND: Chase’s vision isn’t great,
INCOME: 60K Combined EMPLOYMENT: Retired military; looking for work as a counselor to help service members with PTSD CHILDREN: Alyssa, 38 LOCATION: Portland, OR
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GREYHOUND Audience Profiles
especially at night, so he has to ask Alyssa or Beth to drive him if he knows he’s going to be home late. Chase wants a “dirt-cheap” option for transportation but has to walk too long a ways to get to the nearest bus stop. He has used Lyft to go to a group meeting once but thought finding a driver in his area took too long.
AUDIENCE PROFILE NO. 6
Savy Entrepreneurs
INTERESTS & SOCIAL LIFE: Erin and Suji met a rally for LGBTQ rights and then started bumping into each other all over Tucson. They found out they had similar friends and hung out in similar music venues and coffee shops. They want to make it easier for people everywhere to organize political activities and alleviate the feeling of, “I wish I had known that was going, or else I’d have gone,” sentiment a lot of people in their social circles feel so Erin and Suji are making an app.. IMPORTANT OBJECTS: Erin wears her mother’s pearl
ERIN AGE: 35 MARITAL STATUS: Married to business partner Suji INCOME: 80K
necklace everywhere. It doesn’t always match what she’s got on, but she doesn’t mind tucking it under her clothes—just so long as she has it. Her mother always loved and supported her and the necklace gives her the strength to be brave even when she doesn’t want to be. SOCIAL MEDIA: Erin is all over social media— Facebook is where she shares events in her area with
EMPLOYMENT: Entrepreneur; Self-Employed
all her friends, she posts photos on Instagram to make
CHILDREN: Dog named Kiki
thoughts on the issues she cares most about. She has a
LOCATION: Tucson, AZ
her friends jealous, and she uses Twitter to voice her secret SnapChat that only Suji knows about. NEEDS FROM THE BRAND: Erin and Yu want to reach a broader audience, outside of their close friends, and are looking to use a local courier service to help them distribute their fliers to collaborators across town. When they cannot make it to an event, they need to get materials to the different locations, sometimes at a mere moment’s notice.
Audience Profiles GREYHOUND
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BRAND GRIDS
Old Brand Grid
GREYHOUND
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GREYHOUND Brand Grids
BRAND GRIDS
New Brand Grid
Greyhound
Brand Grids GREYHOUND
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BRAND SOUL
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GREYHOUND Repositioning
Brand Mission Statement Whether it’s for your daily commute or for local deliveries, we’re there for your transportation needs.
Brand Repositioning Statement Greyhound understands that every business has transportation needs, be it for employee daily commutes or business deliveries. In our humble beginnings, we offered affordable transportation to and from work to miners, and then extended our reach as a bus service to most major cities in the United States. Now, we are focusing on providing affordable and time-conscious options for your business’s travel and delivery needs. The new Greyhound will offer services that will connect your business to a number of transportation solutions not only for your day-to-day operations but your employees as well.
Keywords speed
sleek
trusted
linear
connect
organized
reliable
structured
time
simple
streamline
Repositioning GREYHOUND
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KEYWORDS
Speed
The pulls for “fast� was an exploration of visuals that felt like they were moving quickly across the page.
Simple yet still depicts motion More direct nod to motion graphically Distress look to create motion
Color fades and parallel lines to draw eye Vibration of color
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GREYHOUND Keywords
Alignment & transparencies look like movement
Perspective
Color layers and striking negative space
Lines lead eye through design
Movement in type Fun use of simple graphics
Colors merging to black to show layers of motion
Keywords GREYHOUND
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KEYWORDS
Sleek
For “sleek,� I pulled image that looked and felt smooth, elegant, a little angular and streamlined.
Shape and shadows; simple type
Interesting shape and color; smooth feel Thin but prominent number
Change of weight looks sophisticated
Metallic feel
Simple, symmetrical logo Bit more angular but still feels sleek
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GREYHOUND Keywords
Interesting glimpse of something larger Great transitions and colors
White text/logo on moody/dark background
Use of shapes that doesn’t feel too “boxy”
Modern feel
Black background with bold and striking type
Keywords GREYHOUND
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KEYWORDS
Simple
For “simple” I chose pins that weren’t too cluttered, used good composition, color and shapes to get the point across without too much going on.
Shows connection and uses symbols that represent travel and delivery
Easy to understand; good use of motion lines
Line drawing of dolly; relates to shipping
Bold use of color but still feels minimal/simple
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GREYHOUND Keywords
Added touches to elevate to a new idea
Play with shapes and colors
Simple shapes to create letterform and show direction with arrow
Line drawing inspiration Composition
Connection of shapes to create something simple
Use of lines and color
Layout and typography
Keywords GREYHOUND
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