Faced with an ageing ticketing service, Transport Canberra engaged CRE8IVE to develop a revitalised brand for their new public transport ticketing system, MyWay+. Through a carefully considered communications and branding strategy, CRE8IVE positioned the new system as a progressive, convenient, flexible and reliable solution that better aligned with the needs of Canberra’s public transport users.
Canberra’s pre-existing ticketing system did not reflect the innovative and progressive nature of the city and evolving expectations of public transport users. CRE8IVE needed to develop an impactful and enduring brand for MyWay+ which built anticipation with commuters and communicated the system’s improved user-centred experience.
CRE8IVE gathered insights via stakeholder interviews and research to inform the new brand. The strategy aimed to strengthen MyWay+’s position as a personalised, convenient, all-in-one system that distanced itself from the dated system and brand. Using a mix of digital, physical and print assets, CRE8IVE crafted a brand and campaign platform to match the next-generation, customer-oriented ticketing system.
Following extensive research and engagement with stakeholders, including those from diverse ages and abilities, as well as culturally and linguistically diverse backgrounds, CRE8IVE designed and tested multiple branding concepts.
To encourage engagement over an extended period, CRE8IVE developed a phased, but flexible, campaign that aligned with the staged rollout of the new system.
During its rollout across Canberra, the new brand has connected well with audiences. Its bright, colourful and contemporary aesthetic matched the modern convenience MyWay+ promised. The brand created a strong resonance with users – and built awareness and understanding of the MyWay+ features – throughout the city, even prior to the system’s launch.
The MyWay+ brand is recognisable across the city – on buses, shop windows, signage, online and more. Over time the new system will become second nature to Canberrans, and the MyWay+ branding will remain synonymous with a system that offers convenience, flexibility and ease of travel.
