Case Study: First Bus transforms its brand and unifies its business with MadeBrave

First Bus boosts positive brand sentiment 2.5% in 24 hours with MadeBrave

First Bus, a major UK transport provider, faced the challenge of declining ridership, post-COVID changes, and a complex structure of over 75 sub-brands that created confusion and cynicism. They partnered with the agency MadeBrave to undertake a comprehensive business transformation and nationwide brand refresh to unify the company and renew public affection for bus travel.

MadeBrave developed a new brand platform, "moving the everyday," supported by a new visual identity and a unifying national masterbrand. The solution included a manifesto film and was rolled out across digital and physical touchpoints. The refreshed brand launch achieved 59 million screen impressions and drove a 2.5% increase in positive brand sentiment within the first 24 hours, marking a successful start to its phased implementation.

First Bus