Background:
The N.T.A is responsible for the light rail construction initiative in Tel Aviv and began its digging and implementation phase of the underground light rail station in the center of Tel Aviv. This phase had created significant traffic disruptions that demanded a new and creative transport solution for better accessibility to the Tel Aviv business districts.

The Challenge:
To brand the new public transport solution – ‘Park ‘n’ Ride’ and market it via a large-scale campaign that focuses on the cities in which the following parking lots had been operating it: The Moshava Stadium parking lot in Petach Tikva, the Tel Baruch Beach parking lot and the parking lot of Ganei Yehoshua in Tel Aviv. The purpose of the campaign was to explore how to use the product in a friendly, clear and easy way.

Our Solution:
To develop a language that will highlight and market the new product using physical resources such as parking lots, bus stations, and clear, bold directional signposts. Included in the plan was to brand and design information booths, attendant uniforms, as well as maps and informational pamphlets for a clear understanding of the parking lot routes and locations.