The Washington State Ferry system has been Washington’s most trusted choice for transportation to and from the many island routes of the pacific Northwest for years. However, the brand and overall wayfinding system has aged poorly with time. The ferry app is also less than ideal to navigate and lacks the kind of seamless interface that today’s users are accustomed to. The ferry system’s long-term goals for 2040 involve creating a more sustainable ferry system by implementing new innovations such as an electric and eco-friendly ferry fleet, a more intuitive online interface for the rapidly growing traffic, and a more cohesive wayfinding system. Now is the perfect time to create a brand that reflects these modern initiatives.