Brief:
Create a brand identity and a campaign to promote the new Cardiff, South Wales Metro system. Because of the Covid 19 situation, the campaign should reassure people that it is safe to travel using public transportation. And it should be digital focused or social media marketing led in order to reach wide range of audience.
Solution:
The logo design is contemporary, clean and bold. These elements
convey confidence, trust and lack of uncertainty. The outer M letter represents the first initial of Metro. The 3 red stripes in the middle of the outer M represent the feathers in the Prince of Wales, Welsh icon and identity. The sharp angle at the bottom of the icon represents speed and fastness which is the movement of the train. Apart from the 5 strives and lines representing the train tracks, the 5 stripes within the logo design also convey and symbolise the main brand values of the brand which are: Speed, Save, Secure, Sustainable and Service.
The use of red and dark green colours signify the Welsh identity. Red colour connotes energy, excitement, power, passion and confidence whilst dark green colour connotes ambitious, health, sustainable and reliable.
Using the poll function within Instagram stories to make audience choose between those negative and positive words to keep them engage in the brand. Reinforcing the brand values and what South Wales Metro stands for. The social media campaign focuses on the five brand values that represent the brand’s unique selling points.
Through displaying the contrast between positive features and negative features, audience can realise why utilising the train as a form of transportation will have greater benefits. Simple, clean illustration is also being incorporated in order to create a more approachable and friendly personality so that audience can feel closer to the brand on a more personal and emotional level. To deliver trust, confidence and reliability.
Sketchbook ideation and development process:
