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City of Lone Tree

Agency: B–T–D | 2023

Since 2014, the City of Lone Tree has offered Link On Demand, a free shuttle service that pairs riders traveling in similar directions, providing convenient transportation anywhere within city limits. As ridership declined in recent years, the city partnered with B–T–D to elevate the program’s visual identity and reposition the service as easy, accessible, and distinctly community focused.

Challenge:

Link On Demand needed renewed visibility and clarity.

The brand had to:

  • Reintroduce the service as simple, reliable, and modern
  • Appeal to a broad demographic range
  • Differentiate from traditional transit perceptions
  • Align with existing city brand standards
  • Scale seamlessly across digital, environmental, and promotional touchpoints

The opportunity was to transform a practical service into a recognizable community asset.

Response:

We began with research into national transit programs, rider behavior, and local usage patterns. To support informed decision making, we developed three visual directions ranging from conservative to progressive while remaining aligned with city brand standards. The selected direction elevated the existing identity with a more dynamic and contemporary visual language.

Movement and connectivity became the core design themes. Organic forms, interconnected patterns, and motion driven iconography communicate accessibility and flow while subtly referencing the city’s triangular mark and surrounding mountain landscape.

What We Did:

  • Developed an enhanced visual identity aligned with city brand standards
  • Created motion inspired iconography and interconnected pattern systems
  • Designed scalable assets for app interfaces, website integration, signage, and marketing materials
  • Produced a comprehensive brand toolkit for consistent future implementation

Results:

Link On Demand launched with a cohesive, modernized identity that clearly communicates accessibility and ease of use. The refreshed brand provides the City of Lone Tree with a recognizable and scalable visual system that supports outreach, awareness, and long term program growth.

The service is now positioned not just as transportation, but as an essential, community centered amenity.

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“I had the pleasure of working with BTD on a rebranding effort and was impressed by the creativity and professionalism. From the very beginning, Brent listened to and considered my needs, presented new ideas, and worked with our team to offer exciting new options for the brand. The end result was exactly what we had hoped for and more! I would highly recommend BTD to anyone in need of top-notch, creative design.”

Nate Jones – Communications Director | City Of Lone Tree

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