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 focus on two main elements: the visual identity (logo, colors, images, etc.) and tone/voice (words and phrases that reflect who we are). 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.

As part of this phase, we want to know what WTS means to you. We’re interested in your experiences, values, and hopes for the organization. When you’re ready, please take our brief survey and let us know what you think! The survey will be open through June 3, 2019.

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 refresh process will update the WTS brand to reflect the organization, both now and in the future, to better serve our members and partners.

Sentiment Survey Results

Thank you to everyone who completed the survey! Your input is an important part of the brand refresh process. Check out 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 next phase.

Develop Phase


Using the brand criteria outlined in the creative brief, we'll move on to developing brand concepts. While all brand concepts will meet the identified criteria, each set of concepts will have a unique focus.

Look for the survey this fall to provide feedback on the concepts and to tell us what material resources (such as graphics, templates, etc.) you need to successfully implement the brand. We'll take final feedback, refine the final design and get ready for the new brand reveal in early 2020.

Check back after the survey is closed to see the results.

Implement Phase

In early 2020, after the final brand will be revealed, a brand style guide and the resources identified as part of the survey will be made available for download and use.