Projects
m.connect
Moray & Speyside, Scotland
Connecting Rural Communities Through Electric Transport
Flourish developed and launched the m.connect brand for Moray Council and HITRANS, creating a fully integrated, multi-channel campaign to support the launch of a new rural electric bus service.
Our role was to build a clear, appealing sub brand that would resonate with local communities while sitting comfortably alongside established council and regional transport brands. The campaign needed to feel approachable, modern and easy to engage with, and work hard across multiple channels and touchpoints.
What We Delivered
- Brand name and logo
- A full colour palette
- Tone of voice, personality and key messages
- Photography and filming style guidelines
- Clear brand application across channels
Our Approach
We started by listening. Through close collaboration with stakeholders and a period of audience insight gathering, we built a strong understanding of local travel habits, perceptions of public transport and the practical challenges of rural connectivity.
This insight shaped both the creative direction and the communications approach. Our focus was on creating something that felt human and relevant to everyday journeys, while being robust enough to roll out consistently across a wide-ranging campaign.
Our Solution
We developed a complete brand identity and toolkit for m.connect, designed to integrate seamlessly with Moray Council and HITRANS brand guidelines.
We then brought the brand to life through an integrated ATL, BTL and digital campaign. Flourish managed the full process from start to finish, including media planning and buying, creative development, vehicle livery design and wrap production, social media account creation and content, photography and videography, launch photo calls and ongoing campaign monitoring and evaluation.
The Result
The launch of m.connect created a strong, joined up presence across radio, press and digital channels, helping to build awareness, trust and uptake of the new electric bus service within rural communities.
We’ve continued to work with Moray Council and HITRANS for over five years, delivering engaging cross channel campaigns that combine creativity with performance. The m.connect brand is now a recognisable and trusted part of the local transport landscape, supporting long term behaviour change and the move towards more sustainable travel.
