Arc-en-ciel is an essential bus network, catering for a large, and varied region - serving small communities and flourishing towns, local factories and international businesses, school children, workers and the elderly. 

Be was invited to pitch for the creation of a new identity for this regional bus network in the north of France. Département du Nord is an important transport hub, connecting Northern Europe. With the privatisation of the French railways, the area will become even better connected and open the region much more to visitors and businesses alike. The increase in public transport in the region will pose a challenge to Arc-en-ciel, however it is also great opportunity for the bus network to develop its offer and increase passenger numbers. 

With improvements to the service already happening, a new strong and dynamic brand will help signal a change in the network to everyone, and compete with an increasingly dominant rail presence in the region. 

We wanted to create a new identity that would promote the departement and raise the perception of the region, encouraging investment and visitors and making locals feel valued and better served. 

Currently locals see Arc-en-ciel as a school bus, rather than a service for any one to use. A new brand, which communicates to a much wider, and more diverse audience, will encourage people to change their perceptions of the service, raise awareness and improve the reputation of the bus network. 

This was our response...