Why the brand refresh

WTS International is updating our brand to reflect the organization we currently are and will be in the future. As the preeminent organization serving women in transportation, our members are the heart and soul of our brand and will be instrumental in the brand refresh.

This site has been created to guide you through the refresh process and provides a place where you can find progress updates and opportunities to give feedback. Ultimately, we hope members can be proud of the refreshed brand we all create.



March – June 2019

  • Member survey (survey live May 14 – May 29)
  • Creative brief


July – November 2019

  • Concept development
  • Member survey (survey live in early October)
  • Marketing strategies
  • Final brand presentation


Early 2020

  • Brand style guide and materials/templates

Discovery Phase

Discovery content

The brand refresh will update the WTS brand to reflect the organization, both now and in the future, to better serve our members and partners. A brand shapes how people perceive and engage with an organization. A brand consists of:

  • A written/verbal identity (tone/voice, messaging)
  • A visual identity (logos, colors)
  • Perceptions (perceived identity and value of your organization)

The Discovery Phase consisted of:

  • Kick-off meeting
  • Sentiment survey
  • Creative brief

Kick-off Meeting

To kick off the Brand Discovery Phase, the WTS Executive Committee and Board met in March 2019. You can learn about this conversation through the meeting recap.

Sentiment Survey Results

We also wanted to know what WTS means to you. We were interested in your experiences, values, and hopes for the organization and conducted a sentiment survey in June 2019. Your input is an important part of the brand refresh process and we thank you for your participation. Check out the the report to see what you said.

Creative Brief

The creative brief was developed using input from the WTS Executive Committee discovery meeting and the sentiment survey. The creative brief outlines the criteria for designing and critiquing the brand concepts as we move into the develop phase.

Develop Phase


Using the brand criteria outlined in the creative brief, we worked with the Executive Committee and Board to develop two brand concepts to present to members for feedback.

Brand Concepts Survey Results

Check out the survey report to see the brand concepts and what you said.

Implement Phase

In early 2020, the final brand will be finalized, and a brand style guide and assets developed. Brand resources identified as part of the survey will be made available for download and use when the brand launches in 2020.