Veolia Transport had been operating Melbourne’s rail system under the Connex brand for close to ten years. In 2009 they were invited to re-bid for the new metropolitan rail franchise against two other global transport companies. We were commissioned to design their submission to the Department of Transport. A required component of the tender submission was a propsed new consumer brand. In addition to the tender itself, we developed a brand strategy, visual identity and implementation for the proposed brand.
The tender returnable requirements were extensive and needed to be submitted in an organised, compact, stand-out presentation that introduced a clear commitment to this new franchise opportunity and the Executive Summary of 750 pages was a clear indication of the enormous scale of the entire submission. Provision was needed for more than 8,000 pages to be produced and housed under incredibly tight deadlines.
During our initial planning meetings with Veolia Transport it became clear that one of our main challenges would be the time required for the physical delivery of such an enormous submission. A new consumer brand positioning and visual identity was a significant component of the submission returnables.
Our design approach was to apply this vision, strategy and our proposed visual identity to the overall look and feel of the submission itself. Massive amounts of text, imagery, charts, graphs and network maps were created using the colour palettes, typography and sub-graphics developed for the MRT brand. Importantly, our regular liaison and collaboration with the Veolia Transport team ensured their information objectives were not compromised during the design process.
We were responsible for the entire print production and manufacture of the 14 volumes which were housed in custom-made, colour-coded folders and slipcases. We designed a powdercoated aluminium cabinet with lockable sliding glass doors and wheels for final delivery of the submission.
Brand and Communication Strategy
Web / Interactive / Digital