Background
Citypass, responsible for the construction of the Jerusalem light rail, was in charge of one of the largest and most unique infrastructure projects in recent years. The project involved intensive work that had to be carried out in the face of vendors, government officials and the general public.

The Challenge
Will all this work pay off in the end?

Citypass was operating as an infrastructure company whose core service would provide long-term change in the daily lives of the city’s residents.
The identity damage that was incurred as a result of the work delays required various campaigns that will infuse the city residents with some hope and optimism.

Our Solution 
The train will soon arrive and change the city for the better.

Whether it was the slogan (that had become a household phrase), or using an illustration of a train, the colorful work signs posted at every possible intersection gave the residents a sense of hope.