Brand: Columbia Gorge Express

Project Media: branding

To help ease roadway congestion and address parking concerns around Multnomah Falls, the Oregon Department of Transportation (ODOT) developed the Columbia Gorge Express, a pilot bus program aimed at shuttling visitors to and from the falls. ODOT turned to EI creative studio to efficiently guide them and project partners through the branding process and to develop marketing materials for the quickly approaching opening weekend of service.

The Columbia Gorge Express brand was developed to work harmoniously with recent efforts to promote the Columbia Gorge as a visitor destination, while retaining the identity of a transit service. The brand and marketing effort needed to appeal to the project’s primary audiences, Portland Metro visitors and residents. Our brand messaging focused on the quick and enjoyable ride to Multnomah Falls, with regular and affordable service to avoid parking hassles. The visual identity used an illustrative representation of the scenic area, with a nod to a retro express bus logo – giving it that balance between a visitor destination and transportation. The mix between natural and bright colors, script and serif fonts, and fun headlines with informative content work together to help evoke the excitement and grandeur of the Columbia Gorge, and the swift movement of the much needed service.

MarCom Award

Honorable Mention

Columbia Gorge Express logo

Columbia Gorge Express rack card

Columbia Gorge Express bus with branding graphics

Columbia Gorge Express website displayed on a laptop screen