The Bobsled Express

PROJECT OVERVIEW

Summit County residents and workers needed a faster way to get to Park City. High Valley transit needed to demonstrate why bus rapid transit was the answer.

Client

High Valley Transit

Year

2026

SERVICES

Communications Strategy

Campaign Creative

Public Engagement

PRESS

READ ARTICLE

THE CHALLENGE

Anyone who’s familiar with Park City and Summit County is aware of the traffic on SR-224. On a busy ski day, cars can be backed up from Old Town to Kimball Junction. After years of planning, High Valley Transit obtained the green light to begin construction of the area’s first Bus Rapid Transit Line – a project expected to last two and a half years. While the end result will be fast, frequent and reliable transit, we knew it was essential to begin communicating with residents and commuters in advance of construction – to help them understand both the long-term vision for the project as well as the short-term impacts of construction. We needed to optimize this window of opportunity to generate enthusiasm for the new BRT.

THE SOLUTION

This couldn’t just be another bus line. It had to be fun, inclusive, and unique to Park City - something that passengers and residents alike could rally behind. So, we used crowd sourcing, workshops, and a public survey to land on the name for the new BRT - The Bobsled Express, or The Bob for short. With the help of our creative partners, Done Agency, we crafted a visual identity with an energetic, retro aesthetic that will be impossible to miss. The result? A bus line that will be an instant icon in the community as it solves a major congestion issue.