MSRTC

Identity Redesign and Brand Communication of MSRTC

This project focuses on developing a standardized visual identity and a comprehensive brand communication model for the Maharashtra State Road Transport Corporation (MSRTC). The initiative was born from a personal desire to elevate the brand image of a transport system I have used since childhood, a service deeply woven into my own memories and the daily lives of millions.

By bridging the gap between nostalgic reliability and modern design standards, this redesign aims to transform MSRTC into a cohesive, user-centric brand that reflects its vital role in the state's infrastructure

Industry

| Transportation

| Tourism

My Role

| User Research

| Visual Development

| Brand Strategy

| Narrative Building

My Role

| User Research | Visual Development

| Brand Strategy | Narrative Building

Project

| Individual

Timeline

| 4 week

Tools

| Adobe Illustrator

| Adobe Photoshop

About the brand

MSRTC or simply ST, is the state-run bus service of Maharashtra, India, which serves routes to rural villages and cities within Maharashtra as well as to its adjoining states. Established in 1948, it has grown into one of the largest state owned transport fleets in India.

Context

These buses has been in service since decades, connecting 87% of the state’s villages and nearly 6 million daily commuters across a massive, diverse geography.

However, aging infrastructure and declining service standards have strained the brand’s legacy, creating a trust gap that increasingly pushes commuters toward private alternatives.

This project bridges that gap by evolving MSRTC into a modern, user-centric identity that honors its cultural roots while signaling reliability to a new generation.

Problem statement

Problem Statement

What can we do to regain the trust of the people while honoring the legacy of MSRTC?

Primary Research

Challenges

Adapting communication styles to engage with a wide spectrum of users. from farmers, elders, non literates-literates, students, tourists to daily commuters.

Objectives

To identify the functional and emotional friction points within the current MSRTC ecosystem through direct user immersion and a visual audit of existing touchpoints.

To personally experience the journey and identify the gaps while travelling.

Insights

The difficulty in communicating with diverse users (the literacy gap) directly led to my decision to focus on a designing a visual system that is user friendly in the final redesign.