Public Bus is a new public transportation company in Memphis, TN, focused on creating a comfortable

and uplifting environment and commute for working-class individuals (17-35). They aim to address the stress and
exhaustion often associated with public transportation by offering:

Comfortable, less-crowded buses: With open space, soft seating, and calming visuals inspired by zen gardens.
Mindfulness elements: Onboard features like nature soundscapes and designated "Zen Corners" encourage
relaxation and stress reduction. Preparedness for the workday: Coffee, bagels, and quick mindfulness exercises
help passengers feel energized and focused. Overall, Uplift aims to be more than just a mode of transportation,
but a mini-retreat on wheels, promoting passenger well-being and a positive start to the workday.

An uplifting
Backstory
Chase and Dante, Memphis locals, were both on their usual, crowded city
bus after a long workday. Exhausted and stressed, they overheard a
conversation between two strangers. One lamented the daily commute,
draining their energy for the evening. The other, an older gentleman with a
calm demeanor, mentioned finding peace by visiting zen gardens.

Intrigued, Chase and Dante decided to visit a local zen garden on the
weekend. As they sat by the raked sand patterns, Chase remarked on how
peaceful and focused he felt. Dante chimed in, "Imagine if our commutes
could be even a little bit like this, a chance to find some calm in the chaos –
a zen-inspired space to de-stress before and after work." This conversation
sparked a fire within them. They were determined to create a mindful and
uplifting experience on public transportation, a concept that would later
become Uplift Public Bus.

Challenges
Uplift Public Bus aimed to revolutionize public transportation by integrating mindfulness and well-being into
the daily commute. However, the initial design phase encountered a significant challenge: visually representing
the harmonious connection between these seemingly disparate concepts – transportation and mindfulness

Visual Language: Developing a cohesive visual
language proved tricky. Earth tones, initially
considered for their connection to nature, felt
generic and didn't convey the brand's unique
proposition.
Logo Design: Initial logo concepts struggled to
bridge the gap. A smiley face "Ü" with a leaf felt
disjointed, failing to capture the essence of both
transportation and mindfulness.

Finding visuals for marketing materials beyond

literal buses seemed uninspired in nature.

The breakthrough arrived in the form of zen garden design elements themselves. The flowing lines and curves found
in the raked sand patterns offered the perfect bridge. These visuals not only embodied the tranquility of a zen
garden but also hinted at movement through their flowing nature. This discovery unlocked a treasure trove of design
opportunities.

TEAM ROLES
Our team dynamic remained fairly open through the beginning of the project up until it came time to divide
specific tasks. No “roles” were assigned in the traditional sense, ideas were discussed freely. At the end of each
class meeting, we would leave time to talk about what needed to be done by the next class meeting, that way we
could be sure to stay on track to meet the deadline. Once we figured out what materials we’d be designing, we
divided the workload among everyone, and made sure to share our progress as we worked.

Poster ad Packaging Info Graphic Bus Wrap

Magazine ad Event Graphic Event Graphic Social Media ad

Design processes
Design processes

Logo progress from initial

conception to final, you
can see the company
name change and the
evolution of the premise
from partibus to uplift.
Final logo
Notice that the rock
raking pattern didn’t
appear until the final
version.

Early versions of various

advertising materials

Design solutions

STEP ABOARD OUR

SANCTUARY ON
WHEELS, WHERE PLUSH
SEATS AND SOOTHING
LIGHTING ENSURE
YOUR COMFORT.
EMBRACE TRANQUILITY
WITH GUIDED
MEDITATION SESSIONS
AND CALMING MUSIC,
TURNING YOUR
JOURNEY INTO A
REJUVENATING
EXPERIENCE. LET OUR
BUS NURTURE YOUR
WELL-BEING AS YOU
TRAVEL, OFFERING A
SERENE ESCAPE FROM
THE HUSTLE AND
BUSTLE OF DAILY LIFE.

takeaways
During our project, we struggled to nail down a final idea, which ended up eating into a significant chunk of our
time. As a result, we found ourselves scrambling to finish up the latter half of the project. However, once we finally
figured out the concept and visuals, a wave of confidence washed over the team. Having a clear direction boosted
our morale and made the remaining tasks feel more manageable.

The most valuable lesson we took away from this project was the importance of effective communication and
efficient execution. We realized that by improving how we shared ideas and worked together, we could accomplish
tasks more smoothly and with better results.

conclusion
"uplift" public transportation bus, centered on comfort and mental well-being, holds the promise of transforming
the commuter experience. By prioritizing passenger comfort with ergonomic seating and soothing ambiance, this
innovative approach aims to alleviate the frustrations often associated with traditional public transportation. The
incorporation of features like guided meditation sessions and calming music not only fosters relaxation but also
provides a much-needed respite from the stresses of daily life. With an emphasis on well-being, such a bus not only
enhances the overall journey experience but also contributes to a more positive and uplifting commuting
atmosphere, potentially encouraging more people to opt for public transportation as their preferred mode of travel.