NYC FERRY

Branding an iconic new mode of travel

NYC Ferry launched as a public-private partnership between the City of New York and Hornblower Cruises and Events, and it needed a brand as timely and iconic as the MTA or LIRR. Ruckus developed a complete identity package and public presence for the service, one that could carry the diverse set of values that make up New York City.

A brand that didn't exist yet

To launch the service, NYC Ferry needed a map, website, app, advertising creative and strategy, media buying, landing site graphics, vehicle wraps, digital screens, animations, and more, built from a standing start into one coherent system.

Research, identity, and a map of its own

Ruckus researched and identified the archetypal travelers NYC Ferry would serve, then built the brand bible defining what the service represents visually and descriptively. A route color theory and custom transit map system gave the ferry its own visual language, steering clear of the subway's color scheme, carried onto branded vessels, shuttle buses, and print collateral.

On the digital side, Ruckus built the site from user stories and wireframes through clickable prototypes, then extended the identity into out-of-home advertising and a public relations push across major publications, all reinforcing the same brand from the water to the street.

The numbers moved with the brand

NYC Ferry now carries 5 million rides a year across five boroughs, backed by 20 branded vessels and 5 branded shuttles. Site traffic rose 581 percent, out-of-home advertising delivered 8 million media impressions, and the launch earned coverage in 15 major publications.