The brief simply said, “We want a bus that looks like a super hero.”

Brand invention from scratch. The name BoltBus, the design of the bus, bus amenities guidance, brand identity, visual language, website, digital ads, street teams and OOH for launch, drivers’ uniforms, strategy and guidelines for hiring operators.

Ad Age named BoltBus one of America’s Hottest Brands.

The brand broke even two months after launch. Initial service grew from four cities to twenty-two cities in two years.