Challenge
To create a brand identity that captures the essence of Melbourne's spirit, enhance the customer experience and reflect KDR's key values.
Creative Strategy
Increase visibility and safety using a graphic language that reflects Melbourne's natural environment and adds vitality to our moving Melbourne icon.
Creative Idea
One network, many journeys.
The ROI
The new identity will be progressively rolled out across the network. It will provide tangible evidence of new values and strengthen pride in Melbourne's public transport network.
