“We Got This” — How MVTA Built a Rider-First Transit Brand in Minnesota

Branding in public transportation is not just about a logo or a tagline. It’s about trust. It’s about making a promise to riders who have real schedules, real responsibilities, and real reasons for choosing the bus over the stress of driving. In Spring 2019, Minnesota Valley Transit Authority (MVTA) introduced a campaign that communicates this idea in a simple, confident message: “We Got This.”

This campaign did not appear out of nowhere. It came after MVTA did something many organizations overlook: they listened. Instead of guessing what riders care about, MVTA conducted research and had conversations with riders, partners, and community leaders to shape the message. The goal was clear: show that MVTA is committed to getting riders where they need to go—whether it’s work, errands, or enjoying life—while saving them time and reducing the daily hassle of transportation.

A promise rooted in real rider needs

The “We Got This” tagline represents an organizational commitment. MVTA’s promise is that riders can depend on clean, comfortable buses with modern amenities while MVTA handles the driving. When riders hand over the steering wheel to MVTA, they get something valuable in return: time. That time can be used to rest, read, think, work, or simply breathe.

This is where the campaign becomes powerful. It isn’t shouting, “We are the best.” Instead, it’s quietly saying, “You can trust us with this part of your day.” That kind of message resonates because it reflects what riders actually want—less friction, fewer headaches, and a smoother commute.

What MVTA learned from riders

During focus group research, MVTA asked riders why they chose to use its service. The top answer was not surprising, but it was extremely important: riders wanted to avoid the hassle of traffic and construction and the cost of parking downtown. This shows something deeper than convenience. It shows how commuting can drain energy and money—and how a transit system becomes valuable when it protects people from both.

Another major reason riders preferred MVTA was time savings. Riders described using travel time for sleeping, reading, and getting work done while riding the bus. In other words, MVTA isn’t just transportation; it becomes part of a person’s productivity and wellbeing routine. That insight matters because it shifts the brand message from “rides” to “life improvements.”

Riders also pointed to MVTA’s comfort and cleanliness. They appreciated the quality of amenities and had a positive view of the facilities and vehicles. So MVTA shaped the campaign around those exact strengths: comfortable seating, free Wi-Fi, and clean, well-maintained buses.

Turning research into visual storytelling

MVTA didn’t stop at words. To bring the rider experience to life, they conducted a photo shoot designed to capture real people in real moments—relaxing, reading, gaming, or talking with fellow passengers. Those visuals reinforce what the campaign is really about: you don’t just arrive somewhere—you arrive less stressed.

Even the details mattered. The photo shoot highlighted the professional appearance of MVTA employees and drivers, along with the quality of buses and facilities. That’s an important trust signal for any public service brand. When the people and the environment look reliable, riders feel safe choosing the service again and again.

Campaign elements designed to reach everywhere

To execute “We Got This,” MVTA used a wide set of creative elements across multiple touchpoints. The campaign included:

Bus wraps with new photo images and the tagline

A homepage banner on MVTA.com

Social media content and copy

Internal bus panels

Station wall clings and digital screen images

Posters and digital signage across many locations

Buttons for bus drivers to wear

Internal employee materials and facility signage

A high-production video titled “Synchronized Services”

This matters because riders experience a transit system across many moments—not just on the bus. Branding becomes stronger when it shows up consistently in the places where riders already are.

Timing it with real service improvements

MVTA launched this branding alongside several service initiatives. These included:

New express service to Vikings home games

New service to Dakota County Technical College (Route 420)

Increased service to Mystic Lake Casino (Route 495)

Plans for enhanced real-time tracking of bus service

This is smart strategy: branding works best when the promise matches reality. When riders see new routes, better service access, and improved tracking, the tagline becomes believable.

The bigger picture: who MVTA serves

MVTA is the public transportation agency for seven suburbs: Shakopee, Savage, and Prior Lake (Scott County), plus Apple Valley, Burnsville, Eagan, and Rosemount (Dakota County). It provides nearly 3 million rides annually, making it the second largest public transportation provider in Minnesota. More than 60% of passengers use express service between south metro locations and downtown Minneapolis.

That scale explains why branding matters. A campaign like “We Got This” isn’t just a marketing idea—it becomes a public promise to thousands of people who depend on MVTA daily.

Closing thought

The best part of this campaign is that it feels human. It’s not trying to impress. It’s trying to reassure. It says: your commute doesn’t have to be chaotic. When transit is clean, comfortable, and reliable—and when the organization listens and improves—riders don’t just ride. They commit. And that is how a transit system builds loyal fans, one trip at a time.