By creating the Glider brand, and not just introducing a new bendy bus, Translink, Northern Ireland’s public transport provider, smashed all its targets, generated almost 2.4m additional passenger journeys (32% growth) and created a strong immediate (257%) return on investment that will compound for years to come. But more than that, the success that was enabled by the brand campaign has led to an estimated £340m economic boost, reduced traffic and pollution within the city, and has left a social and cultural legacy that could help transform a generation.