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 adjustment and new public transport solutions.

The Challenge:
Branding of the Public Transportation Solutions Campaign for the construction of the light rail in Tel Aviv

The goal of the campaign was to market and advertise the new transportation solutions and to communicate the changes of the existing service line. This was done by informing the public of new solutions and future changes that are going to be implemented while delivering the information in a manner that is friendly and easy to understand.

Our Solution:
To develop a language that will market the new products in a clean, clear and simple way as well as designing route maps and information pamphlets that cover all pertinent details, newspaper ads that offer a full range of solutions to the passenger, maps that provide access points that simplify the service and station changes, branding of information booths and the design of attendant uniforms.