Washington State Ferries

Brand Strategy and UX

For locals and tourists alike, Washington State Ferries is Puget Sound’s leading provider of reliable and efficient water transportation. This rebrand focuses on establishing WSF as a Reliable, Iconic and Connected piece of the Pacific Northwest. This project was broken into two primary pieces, a ten-week full rebrand, as well as a five-week UX component as an intermediate sprint towards a minimum viable product. Click here to see the UX side of the Project, or keep scrolling to see the rebrand process.


WSF built its brand and its reputation by providing over 55 years of safe, reliable, convenient, and affordable service to cross-sound travelers. However, the brand has failed to evolve with the growing Pacific Northwest, and over the last decade the WSF brand has been tarnished through service cuts, fare increases and failure to improve customer service.


Increase ridership and brand loyalty. Provide an up-to-date and visually relevant brand that is in tune with the system's history, but looking forward to the future of the Pacific North West.


Starting with the brand pillars, promise and positioning, create a new brand that focuses on the entities' reliability and its iconic place in Puget Sound. Provide new collateral across the board that unifies the brand and helps it become as much a tourist destination as it is a system for regular commuters.

  • Skills Used
    • Research
    • Logo Development
    • Visual Design
    • Layout / Typography
  • Duration
  • 10 weeks

  • Systems
  • Adobe Illustrator, Photoshop, and InDesign

  • Collaborators
  • N/A

  • Deliverables



The WSF system is supported approximately 60% by regular commuters, however, there is not a dedicated resource available that synthesizes all their needs: scheduling, passes, updates on timing, percent of boat full, traffic cams and all the other necessities.


Provide a resource that regular commuters can turn to with all the routine tasks they hope to accomplish.


Create a mobile application that feels as reliable and trustworthy as the brand, but also allows regular riders to access passes, get updates on ferry activity and bookmark favorite routes.


From the user interview I conducted, I decided on three major categories that would house the general tasks commuters would be hoping to accomplish. Creating a site map was helpful in generating a greater understanding of how each of the components interacted with each other.


The paper wireframe process then allowed for quick iteration and ideation. They are annotated to help with thoughts for interactivity and funcionality.

Medium Fidelity Screens

From paper wireframes I then moved into medium fidelity screens. These prototypes take the succesful ideas from the paper sketches, which had been discussed with a small focus group, and begins to put them into a more structured form. The prototype, created in Adobe Xd, was clickable and then tested with a small group of individuals.

High Fidelity Prototype

With the feedback from user testing I was able to identify some of the large-scale aspects of the app that were working well, but also gained insight into smaller items that needed improvement (like where people looked for specific answers to their questions or where they tried to tap to accomplish tasks). I took the input I received and used the previously developed brand guidelines to develop high fidelity screens and a clickable prototype.