When Arriva changed ownership in 2023, it also marked the starting point for a transformation of the company. We have been part of the journey and helped create the new brand, GoCollective – Denmark’s largest private operator in public transport, with more than 2,000 employees. GoCollective is more than a name. It is a vision for the future of public transport and a reflection of GoCollective’s core identity: strengthening public transport and moving society in a more sustainable direction. The visual identity must reflect GoCollective’s purpose: bringing people together. An identity in motion towards different destinations and travellers with many different stories. GoCollective is an open invitation from the community, so we can take the journey together.