Responsibilities:
Naming
Brand Strategy
Creative Direction

Challenge:
Create a cohesive and memorable brand for Nashville’s first commuter river taxi that offers a family-friendly, innovative alternative to accessing downtown Nashville.

Solution:
Developed a comprehensive brand strategy with 20+ naming options, versatile logos, a hand-illustrated mascot, and a detailed Brand Guide while designing all boat elements, marketing materials, and merchandise to bring the brand to life.

Execution:

• Created a brand strategy that clarified positioning and target audiences.

• Designed and implemented the full visual identity system, including boat design and merchandise.

• Produced marketing assets, including a customized map for the media launch.

Impact:

Nashville Water Taxi’s inaugural rides sold out immediately, maintaining strong demand throughout the first quarter. The brand is now collaborating with developers, Metro, TDOT, and the Army Corps of Engineers to expand infrastructure and aims to grow its fleet to four boats by 2027, connecting key points along the Cumberland River.

Why It Matters:

This project demonstrates how strategic branding can establish trust, drive immediate demand, and create a foundation for future growth in a unique market.