The Time is Now.
The Baltimore Water Taxi connects all neighborhoods surrounding Baltimore’s Inner Harbor. For the work commute or leisure travel, they cruise tourists and locals across the waters of downtown Baltimore. Since being purchased by then Under Armour CEO Kevin Plank in 2016, the beloved local water system has taken on a new life with an updated treatment.
CHALLENGE
The former triangular landing signage for the Baltimore Water Taxi system featured the outdated blue and white design of the previous concept. They were weathered and not reflective of the overhauled identity. For the purposes of consistency and overall brand recognition, it was necessary that in addition to the boats themselves, all additional signage and other promotional materials be brought up to par.
STRATEGY
Vitamin had previously developed a refreshed brand concept for the new fleet of water taxi boats to provide a refined level of charm. At that time, Vitamin delivered a new Baltimore-centric theme that highlights moments and people of pride for the city. Building on that concept, the signage also features the same iconography and color story as the boats with a particular emphasis on rider experience.
RESULTS
Vitamin has carried over the sharp and unmistakable brand identity of the boats themselves into the design of the landings, billboards, advertising, and signage. The cohesion of these elements creates increased visibility to travelers, not only highlighting Baltimore Water Taxis as an efficient transportation choice but a preference for many commuters.
Simple Steering
The multidimensional design gives each side of the signage purpose. More than just visuals, the average commuter will find it easy to find their route, schedule, and pricing. From top to bottom, the design easily takes riders through the process of paying, boarding, and riding the taxis.
Efficient Distinction
The color story speaks to the pride of Baltimore’s own esteemed flag. It also provides a compelling contrast against the background of Baltimore’s inner harbor and downtown skyline; which makes the words and images all the more noticeable and legible.
