Worcester, MA – The Worcester Regional Transit Authority (WRTA) is excited to announce the launch of a rebranding initiative aimed at revitalizing the authority’s visual identity. After a decade of consistent branding, WRTA is ringing in the new year with a fresh initiative to better reflect the communities it serves. The new branding will focus on creating a more modern, recognizable, and accessible identity that fosters a deep sense of pride and connection with local residents.
The rebranding initiative will be carried out with input from riders, community members, and stakeholders playing a crucial role in the process. WRTA is kicking off the project with a Visual Preference Survey to gather feedback and ensure that the new brand reflects the interests of the people it serves. WRTA will also focus on developing a new logo and fleet design that reflects the region. These designs will be a visual representation of WRTA’s values, incorporating local community attributes into the new look.
The launch of the new brand will be accompanied by new bus stop signage and a comprehensive marketing plan aimed at introducing the updated visual identity to the community.
“With input from our riders and stakeholders, we are building a brand that honors our past while embracing the future,” added Josh Rickman, WRTA Administrator “We look forward to sharing our new look with the community and continuing to serve as a reliable and accessible transportation option for everyone.”
The creative agency selected to lead WRTA’s rebranding effort is Studio Six, a nationally recognized branding and marketing firm specializing in public transit systems.
In June 2024, WRTA released a Request for Proposals (RFP) for the rebranding project, and received seven responses. After a thorough evaluation process, the project was awarded to Studio Six.
Studio Six’s expertise in understanding the unique needs of transit systems ensures that WRTA’s new brand will be aligned with the values and aspirations of the local community.
For more information about Studio Six, visit www.transitbranding.com.
WRTA invites the public to stay connected throughout the rebranding process. Riders, residents, and community members are encouraged to take the Visual Preference Survey at: www.surveymonkey.com/r/WRTArebrand. The survey will remain open through the end of February.
Ongoing updates surrounding the rebranding project will be available at: www.therta.com/rebrand.
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The Worcester Regional Transit Authority (WRTA) is a regional transit system that services the City of Worcester and the surrounding 36 communities in the Central Massachusetts area with a bus fleet that includes diesel-electric hybrid buses, and clean-diesel buses. The second largest regional transit authority in Massachusetts, the WRTA offers reliable, comfortable, and safe transportation for traveling to work, shopping, school, medical appointments, and leisure activities. The WRTA also provides paratransit service for the elderly and disabled, as well as a variety of special services for those groups in the entire service area. In 2024, WRTA provided 4.75 million passenger trips throughout its system. All fixed routes and paratransit services are free through June 2025.