WASHINGTON STATE FERRIES IDENTITY SYSTEM

ROLES

Creative Direction
Brand Identity
Print Design
Copywriting

overview

Washington State Ferries is the largest fleet in the US and the 4th largest in the world. It carries 10.5M vehicles and 23M passengers annually and services 8 counties and British Columbia. WSF is a trusted, no frills Pacific Northwest institution that millions of people rely on for a variety of transportation needs.

I chose to focus on what a ferry rider experiences on a vessel as I was crafting the brand; the weather and natural landscape. Graphically, the project became centered around simplified shapes and how they embody the very natural elements that one experiences. Rocks, water, hills, rain and mountains. Classic sans serif typography adds a stable and structured character to the brand, while contrast in color and negative space elevate the impact of the designs.