Challenge

Create a brand identity that captures the essence of Melbourne's spirit, community, environment and vitality whilst highlighting KDR's key values.

Creative Strategy

Strengthen the existing brand by evolving the colour palette and creating a new language to reflect the environment and add vitality to our moving Melbourne icon.

Creative Idea

One network, many journeys.

The ROI

The new identity will undergo a progressive roll out across the network, providing an opportunity to experience a revitalised offer using design to express new values and instilling pride in Melbourne's public transport network.