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Naming, identity and comms campaign developed for HOP - the new Integrated Ticketing Service for Auckland Transport. 2012 NZ BEST AWARDS FINALIS… Read More
Naming, identity and comms campaign developed for HOP - the new Integrated Ticketing Service for Auckland Transport. 2012 NZ BEST AWARDS FINALIST: Large Scale Identity BRIEF The objective was to create and launch a world-class brand experience for Auckland’s new integrated ticketing system. A brand that would symbolize ease, accessibility and reflect a new way of accessing public transport. PROCESS Launched and operated by Auckland Transport, HOP addresses the need for a more user-friendly and affordable system for commuters with a smart card and infrastructure solution that covers the whole spectrum of providers and transportation types. The thinking was informed by its need to be a ‘helper’ for travellers and a means to simplify what was currently a rather complicated system. SOLUTION The brand look and feel is friendly and contemporary, with an energetic bubble-styled design system creating a highly visible presence that can be easily understood by commuters and visitors alike. A three-step language system (“Here Comes HOP”, “Ready Steady HOP”) was used, with messaging that spoke to how HOP would simplify the entire customer journey. An integrated campaign was designed from naming right through to brand creation and a fully fledged comms campaign. This included digital work (the brand website and digital ads), as well as the environmental aspects (signage and liveries for the buses). The result of an extensive naming process, “HOP,” reflects the ease and accessibility that is integral to the brand. - Agency: Designworks Auckland Design: Nick Riley Read Less
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