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Connecting rural residents with changing public transportation options.

Nevada County, a thriving set of communities nestled in the foothills of Northern California, centered between the Sacramento Region and Lake Tahoe had a fairly well-utilized but outdated public transportation system, looking to refresh its image and increase ridership, leaving behind its outdated Gold Country Stage name and branding.

Challenge

Nevada County’s public transportation system served a vital role in a geographically dispersed region—where nearly 70 percent of residents live in unincorporated areas. But its brand, Gold Country Stage, was outdated and largely unrecognized as a county service. With shifting transportation needs and a desire to increase ridership, the County needed more than a name change—it needed a brand that people would see as part of their everyday lives.

Our approach

Rather than jumping into visuals, we immersed ourselves in the rider experience. We rode every route. Talked to riders. Listened to drivers. And sat down with stakeholders and community members across the region to understand how transportation fit—or didn’t—into their daily routines.

From there, we developed a simplified, community-centered brand: Nevada County Connects. The name was paired with a modern identity and rider tools designed to reduce confusion and make public transit feel more accessible, reliable, and welcoming.

Key strategies included:

Human-centered research: First-hand experience on the system and stakeholder interviews to understand gaps in perception and use
Clarity in design: Streamlined maps and signage eliminated visual clutter and made routes easier to follow
Consistent brand integration: Applied across vehicle signage, print materials, digital assets, and community outreach to ensure residents recognized the service as a County resource
Local storytelling: Elevated the role of transit in everyday life, showing how it connects people to work, family, health care, and more

Impact

Nevada County Connects saw a 16% increase in ridership in 2022 after launching the new brand.

Residents better understood how to use the system, and perception shifted from “confusing and outdated” to “reliable and useful.” The brand now serves as a foundation for ongoing community outreach and service improvements.

“3fold was the perfect partner for this project. They understood our diverse local culture, kept the team focused, and brought humor and heart to a complex challenge.”
— Robin Van Valkenburgh, Transit Services Manager, Nevada County Transit