Transport for Greater Manchester

We’ve been working with Transport for Greater Manchester (TfGM) to create a brand that’s transforming the city-region’s public transport. Here’s how we helped them build a network that’s got everyone buzzing.

The problem

Greater Manchester’s public transport wasn’t living up to its potential. It was holding the city back. The city-region’s leaders, including the Mayor, saw an opportunity to create something better. They envisioned an integrated network that could:

  • Open up access to work
  • Support innovation
  • Drive productivity and economic growth
  • Shape greener and healthier places
  • Unlock new development sites

They called it The Bee Network, a nod to the region’s iconic symbol. But to make it work, TfGM needed a strong, unified brand that would make the network easy to understand, recognise and navigate. That’s where we came in.

Our solution

We rolled up our sleeves and got to work.

Insight gathering:

We kicked off with a deep dive into what people wanted. We talked to a wide range of stakeholders and users, including partners, businesses and residents. We looked at what was working (and what wasn’t) with the existing system, and explored potential directions for the brand.

Brand definition:

Using these insights, we developed a brand strategy for both TfGM and The Bee Network. Working closely with TfGM’s leaders, we defined the roles of each brand, their missions, and how they’d deliver on their promises.

Visual identity:

We teamed up with TfGM’s in-house designers to create a dynamic visual identity. We made sure to involve residents from across the city-region to ensure it was clear and engaging.

Tone of voice:

Our language team developed a distinct, brand-aligned tone of voice for TfGM and The Bee Network. We didn’t stop there – we trained their team on how to use it consistently across all communications.

Experience design:

Our early research showed that launching The Bee Network needed to feel like a real step-change in experience. Our experience specialists helped TfGM develop The Bee Network’s Customer Commitments and redesigned the ticketing experience to align with the new brand.

Measurement:

We set up a system to keep the brand on track. We support TfGM in running bi-monthly Brand Alignment Monitor surveys to make sure The Bee Network brand stays consistent throughout the customer experience.

The results

The Bee Network took flight in September 2023, starting in Bolton, Wigan, and parts of Bury, Salford and Manchester. By March 2024, Oldham and Rochdale had joined the network. Now, over half of Greater Manchester’s buses are under local control, putting customers in the driving seat.

“Gary and the team at Definition have been instrumental in guiding us through developing, launching and as we continue to evolve our brand. Their knowledge, experience and enthusiasm has consistently exceeded expectations as they supported us through a brand discovery process, helping us to define our strategic direction and playing a crucial role in engaging with our employees throughout.

“The Definition team have also supported us to develop an engaging and impactful tone of voice and delivered training sessions to equip our teams with the knowledge and confidence to communicate with our target audience in a direct, clear, warm and friendly way, with a touch of northern humour.

“They also continue to support us with gathering invaluable insights into how our brand is perceived in the marketplace through the BAM. As we move through our journey of becoming an integrated transport network this data-driven approach allows us to proactively identify and address any potential challenges along the way, ensuring that our brand is relevant and resonates with our target audience.

“The team at Definition are an absolute pleasure to work with. They are highly responsive, collaborative, and always go the extra mile to ensure our success. Their passion for our brand is evident in every interaction, and I always feel like a top priority to their team. I truly value their expertise and guidance and look forward to continuing to work with Definition as our brand continues to evolve.”

Gillian Woodford, Brand Delivery Lead at TfGM

“They are amazing. They are a really trusted partner of TfGM, they have been with us on a really complex journey… They really are an extension of our team. I’m really proud to call them our brand partner, and I think any brand would be lucky to have them onboard.”

Jo Taylor, Head of Brand, Design and Digital at TfGM

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