The Quaboag Connector is a regional microtransit service that provides affordable, demand-response transportation for residents in the Quaboag Valley region of Central Massachusetts. Operated by the Quaboag Valley Community Development Corporation, the service helps people access healthcare, jobs, education, and essential services across nine rural towns.
Without an established brand identity, the Connector lacked a visual foundation that could support public awareness or community trust. There was no cohesive look or feel across materials, and audiences often did not recognize the service at first glance. Online, the organization had no social media presence, making it more difficult to share updates, celebrate impact, or reach its primary riders, many of whom are older adults living in rural areas. Photography was limited, which made it challenging to communicate the human side of the work and the scale of the service.
