Moving with the spirit of our communities

Go Bus started as a small Waikato transport company back in the 1930s. Today, they’re New Zealand’s largest passenger transport operator. As they grew, they needed a brand strategy that could scale with them, without losing the local, people-first values that built the brand. We were brought in to reshape how Go Bus communicates, across platforms, audiences, and touchpoints.
Brand Strategy
Brand Identity
Campaign Creation
Direct Marketing
Illustration
Copywriting
Translation
Digital Design
Storyboarding
Motion Graphics
Video & Film
Publication
Printed Collateral
Print Management
Livery Design
Merchandise
Media Planning & Buying
Installation
Web Development

Speaking the same language

With over 1,700 vehicles on the road, contracts nationwide, and a team spread across the country, the brand needed a clever design content approach that could do three things: 1. Stay connected to its community roots 2. Reflect its size, ambition, and leadership 3. Communicate clearly and consistently with a broad range of people, from job seekers and staff to government partners and customers.

Establishing the content in people:

We designed everything around the brand promise: Let’s Go Together.

Let’s – an open invitation to take part, move forward, and act together.
Go Together – reinforces a sense of whānau, connection, and shared purpose.

This message shaped our approach to structure, language, and accessibility, ensuring it worked for internal teams, public-facing comms, and everyone in between.

Created a clear, confident tone

We developed a visual and written voice that was professional, but never stiff / warm, without overdoing it / consistent, across all channels. From recruitment campaigns to operational updates, our content principles helped teams write and speak with clarity and authenticity.

Made the visuals work harder

We collaborated with the marketing and design team to align dynamic visuals with copy that told real stories, from local drivers and support crew to zero-emissions buses. Every photo, caption, and headline was crafted with purpose, helping reinforce key messages around care, community, and capability.

Why It worked

By applying content design principles, clear structure, plain language, inclusive messaging, and brand consistency, we helped Go Bus show up in a way that’s:
- Easy to understand
- Easy to trust
- Easy to connect with

Whether someone’s applying for a job, reading about electric buses, or planning a school trip, Go Bus now had the tools to say the right thing, in the right way, to the right people.