Brand Strategy
It was time to take a look at an aspirational vision for the Melbourne train system. As the pace of modern life grows faster, people are depending more and more on technology that enables them to move through life with minimum effort and stress. MRT (Melbourne Rail Transit) was positioned to be very much part of that way of life, powered by clever ticketing technology, express hubs, seamless tram and bus connectivity and a strong customer focus.

An overall brand positioning was developed based on building an effortless urban transport system, underpinned by a higher level of customer service. The new brand needed to deliver a modern and reliable service proposition that would change customers' experiences and perceptions attached to the previous consumer rail brand.

Creative Approach
Based on the idea of 'connecting people', our vibrant creative approach was customer experience focussed and suggested a service style that was dependable, stress-free and enjoyable. A brandmark was developed to portray a modern, relaxed and friendly, people-oriented service.

The MRT visual identity system included clean colour palettes, well considered typography and detailed graphic and photographic approaches that expressed service, customer experience and functionality.

The visual language was applied to train livery, station signage, customer communication, website, corporate literature, uniforms and textile yardages and colour schemes for train interiors.

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