Rebranding Metro Vancouver’s Transportation Authority began with defining how the conglomerate of companies fit together. Co-branding is politically sensitive and, although the initial ask was to make it comprehensible from the customer’s point of view, the internal need turned out to be far greater.
Rationale: Why a family and not a group of companies? Well, we didn't exactly choose to be together. But more importanty, as a user centred organization we need to be more intentional about how we project ourselves. The family metaphor offers a healthier narrative. For instance, a family narrative can legitimately focus internally, and care for it's members with the intention of doing more that profiting. Inward health will result in a healthier outward projection.
The concept was embraced immediately.