MiWay, formerly known as Mississauga Transit, provides residents with bus service and transit connections beyond Mississauga’s borders. As part of a strategic initiative to rebrand, Entro developed the brand positioning, new name, logo, and complete visual language including the signage and wayfinding program.
Entro began with market research, stakeholder engagement and public consultation as part of this broader initiative to increase ridership. The positioning strategy of "a personalized, easy and stress-free” way to get to work informed all aspects of the refreshed transit system.
The signage program combines a strategic hierarchy of directional and wayfinding information with the corporate identity principles to create a unified, distinctive image for all MiWay materials, livery and facilities.
Within one week of the brand launch, MiWay generated 708,239 revenue rides, the highest weekly ridership in their history. In its first quarter the new brand achieved a 6.1 per cent increase in ridership, and over a two year period recorded its greatest ever ridership increase of 5.9 per cent.