69Express Branding

When the busiest stretch of Kansas highway (U.S. 69) was ready for expansion, we worked with KDOT and HNTB to formulate a memorable brand, website and community outreach program. Our work was focused on educating the public about the benefits (and necessity) of express lanes. The “E for Express” mark of the brand shows a new fast lane passing two slower ones. Simple enough for signs, intuitive enough to signify brand benefits that every driver can relate to.