MyTravelPass

The identity was constructed of crossed chevrons, casting a narrative of journeys back and forth. The heart implies an affectionate relationship between user and pass, for the freedom and opportunities (and discount) it affords. It amplifies the idea of ‘my’, being something held dear.

The simplicity of the heart shape enables it to swiftly become a strong and recognisable symbol on the daily commute. Flexible use of colour, pattern fill or texture provide exuberant vitality; a canvas for infinite and individual variation. A theme which is carried through the branding.

This demographic can be difficult to woo, so we commissioned aspirational photography of cool, like-minded, local students sporting various My Travel Pass branded apparel. The chemistry in the studio between the Cardiff High School students was brilliant, bringing a suite of fun, engaging and authentic ambassadors to the campaign. The ads pair the students with the strapline ‘I’m going places’; a concise and positive slogan that taps into the roots of a scheme supporting young people in study or work.

Developing the website alongside the visual identity meant that each informed the other throughout the process. Bold block colours and shapes that express motion and energy in the printed materials, transform to the responsive website where elements playfully glide and transition onto the page. A simple application process enables users to upload their photo ID via their mobile phones’ built-in camera – purpose built for a mobile-obsessed generation.