Your Brand’s Next Evolution.
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
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Baltimore Water Taxi’s landing signage featured an outdated blue-and-white design that no longer aligned with the refreshed brand identity.
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Weathered signage reduced visibility and weakened brand recognition across high-traffic waterfront locations.
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A cohesive system was needed to align boats, landings, and promotional materials under one modern visual standard.
STRATEGY
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Extended the refreshed Baltimore Water Taxi brand system developed for the new fleet to all physical signage.
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Applied Baltimore-centric iconography, color, and storytelling to reinforce local pride and rider experience.
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Designed landing signage that mirrored the boats’ visual language for consistency across touchpoints.
RESULTS
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Delivered a unified signage and advertising system across landings, billboards, and promotional materials.
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Increased brand visibility and recognition throughout Baltimore’s waterfront corridors.
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Reinforced Baltimore Water Taxi as both an efficient transportation option and a preferred commuting experience.
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.
