With a goal of increasing visibility and ridership, MVRTA put together a diverse focus group and began asking what the community wanted their buses to look like. For many reasons, our vehicles blended into the woodwork-of course it doesn’t help that we have the same color scheme as a mail truck!” As Berger notes, “people who could use our service either didn’t know we were here or thought of us as irrelevant.
Through their conversations, it quickly became clear that MVRTA was invisible to many of their potential riders. The impetus for the rebranding started over a year ago, when then-newly-appointed MVRTA Administrator Noah Berger and Communications Director Niorka Méndez-Almonte started going to community groups to access where the service was doing well and where it was falling short. MVRTA will officially unveil its new look buses, logo and name at a ribbon cutting event on Thursday, October 20 at the Buckley Transportation Center in Lawrence. The first hints of the rebranding of the Merrimack Valley Regional Transit Authority (MVRTA) as MeVa-Merrimack Valley Transit are the bright new buses, bedazzled in coral, aqua and yellow that can now be spotted along local roadways. A fresh splash of color has hit the Merrimack Valley and, perhaps surprisingly, the source is the local transit authority.
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