We re-branded Waikiki Trolley including new slogan, “The fun way to see Hawai’i,” logo, fleet wraps, map guides, advertising, theme song and merchandise. Upon riding the trolley for the first time, O-WOW principal Steve Sue noticed that Waikiki Trolleyʻs bench seats are parallel to traffic rather than facing forward. This supported a concept of a tour of passing scenes, rather than mere transportation. After reviewing ridership demographics, it became clear that a new slogan to communicate fun would improve brand performance. 

Colors of orange and purple were selected to communicate fun. Orange was made the dominant color as itʻs a high chroma color that stands out against Hawai’iʻs background colors of ocean aqua, mountain green and city grey/beige. A new logo was also created in purple, another compliment to orange, thereby enhancing the color depth of the brand.

The entire fleet of trolley cars and double decker buses were re-wrapped. The fleet system included advertising reserves framed by a brand proscenium to keep advertising clean while also preserving the brand identity of the trolley car. Services provided include:

• New Slogan, Logo, Theme Song.
• Fleet Wraps (trolley cars & double decker buses).
  
• Employee Uniform Design.
• Map Guide.
• Retail Kiosks.
• Advertisements (print and TV).
• Website (WaikikiTrolley.com).