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The Atrium

University of South Wales

86-88 Adam Street


CF24 2FN

USW BA Graphic Communication

Metro Wales

The aim of this project is to create a brand for the newly developing public transport system in Wales.

The main problem of the project is the highly decreasing popularity in utilising the public transport services across the region. The public outlook described the usability as outdated and not very progressive or user friendly to the current day.

My proposed user-facing solution includes a newly established brand for the services that is inviting and future-facing. The brand was created in order to establish the values of reliability, convenience and exploration by including services such as an app that allows the users not only to track their commuting times but also discover new locations in their area as well as providing an option to generate their own personalised journeys based on their interests.

Aside of the app service, the brand also promotes a new version of NFC travel cards that allow the user to top-up their card balance on the go. These cards are much smaller in size and can easily fit in either a wallet or a pocket as well as the included option to attach them to keys or a bag,reducing the risk of loss or misplacement.

The brand was established further by creating campaign options that promote the services by creating a trustworthy and convenient identity, exposing the services and inviting the users to utilise public transport, reducing the traffic numbers on roads as well as improving local economy and environmental progression.

Designer :

Eve Davidson