Case Study: Public Transport Ombudsman moves forward fairly with Truly Deeply brand strategy and rebrand

Public Transport Ombudsman refreshes its brandmark for the first time since 2004 with Truly Deeply

The Public Transport Ombudsman (PTO), an independent dispute resolution body, faced challenges with low brand awareness, an outdated visual identity, and complex messaging that was difficult for diverse communities to navigate. To address this, PTO engaged the brand strategy and creative agency Truly Deeply for a comprehensive rebranding project that included brand strategy, positioning, and identity design.

Truly Deeply developed a new brand strategy centered on the essence "move forward fairly" and created a dynamic visual identity featuring a trinity of arrows to represent the key parties in the complaints process. The result was a modern, approachable, and clear brand that better communicated the PTO's value. The client reported that the new identity was instrumental in improving communication with all stakeholders, and was a key outcome of a wider review of their public communications.

Public Transport Ombudsman (pto)