Brief: Brand and launch a campaign to promote the Cardiff Metro System, keeping in mind people’s potential reluctance to travel and safety concerns following Covid-19.
(The outcomes need to work bilingually)
Target Audience: Users of public transport
Problem: People do not know what the Metro has to offer and why it is better than existing public transport.
Solution: Social media visuals that speak directly to the audience and what the Metro is. Research conducted identified that the large demographic of public transport users engage more with designs that have contrasting colours and motion over images. The outcome features complementary colours, to catch the audience's attention and 3D typography to engage the audience. The campaign uses a direct yet engaging tone of voice to appeal to the target audience.
The brand uses a friendly and informative tone of voice. San serif typography is used to show the friendly and inviting side of the Metro, in alignment with the orange colour used to represent happiness as the Metro is new and faster than other public transport, it is unique to Wales. The letter ‘T’ in the brand is an icon symbolising the mark of a station on a transport map. This is representative of the many locations the Metro travels to in the Cardiff capital area.