Communication is the dialogue we need at every step of the development of a transit service. This presentation explores the art and science of communication, with particular reference to how communication has been effectively used to create engagement and improve customer experience in several North American transit systems. Lessons learned are identified and various aspects of communication explored including branding, public consultation, storytelling and the importance of research. Presented to the University of Manitoba Transport Institute Rapid Transit Conference 2011. Located within the I.H. Asper School of Business at the University of Manitoba, the mission of the Transport Institute is to facilitate awareness, expertise and education relating to the intersection of transportation and economic prosperity, sustainability, and social benefits through research and education that links business, government, not-for-profit organizations, academics, students, and the wider community. The Institute is recognized within Manitoba as a leading independent centre of academic and industry expertise in the business of transport.