Via Brand Guidelines

Overview:
I led a cross-functional initiative with the Growth team to strengthen Via's brand presence across Transportation-as-a-Service (TaaS) client services and clarify Via's role as the operating platform.

Challenge:
Via's brand lacked consistent visibility within client services, creating low recognition and confusion around which services were actually Via-operated.

Solution:
I collaborated with Creative and Rider Growth to develop a scalable co-branding framework that ensured Via was clearly represented at every rider touchpoint while respecting each client's brand equity.

Role:
Led the development of comprehensive co-branding guidelines, designing a flexible system for integrating Via and client branding across marketing assets, apps, and vehicle wraps.

Impact:
Since rollout, multiple services have launched using this framework, significantly increasing Via's visibility and driving stronger, more consistent global brand recognition across client services.