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TfL / Transport for London (pitch), 2011
The job here was actually divided in 2 parts: come up with a visual system using existing formal elements from the current TfL's identity and design a series of posters, with a solid typographic approach, alluding to TfL's early posters from the 1940's and 50's.
The challenge was to bring some order and consistency to TfL's overall communication, which means less advertising material and random sub-campaigns and more elegant, sleek, coherent, announcement type sort of posters. |
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CREDITS
Project: Print, campaign / posters
Role: concept, art direction, design, illustration
Credits: Andy, Gavin (creatives), Jon (planner), Ben, Leon (creative directors)
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1) POSTERS CAMPAIGN These posters aim to focus entirely on the message, and additional visual elements are not ornamental but helpful to convey the ideas. A colour-coded bar separates content and TfL's lockup and roundels might be used to indicate relevance.
2) CYCLISTS As a cyclist myself, I'm aware of the problems in London's traffic, which are basically due to a constant lack of respect from both cyclists and drivers (and buses, and taxis, and so on). I wanted to come up with a sort of image that could draw attention to this issue. This visual sign could lead to a myriad of different applications, considering the right context and environment.
3) USER JOURNEY This was a rather initial study on visualising journeys in relation to TfL's travel options. The overall idea is that users have start and end points, TfL offers a wide range of possibilities, and is up to them to assemble the little pieces and customise their journeys conveniently. In the occasion of any disruption, users might use one of TfL's travel tools to reassemble their journeys.
4) RELATED PROJECTS Click to see.
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