Putting a face on public transport info
Traveline Cymru (TLC) is a public transport information service funded by the Welsh Government. Delivering in excess of 5.6million pieces of information each year, they work in partnership with operators and local authorities to provide public transport information across the United Kingdom.
Their primary purpose is to offer a ‘one-stop-shop’ for public transport information, where users can plan journeys, see disruptions, diversions and service alterations in a few simple steps online, through their app or by phoning their north Wales-based contact centre.
Whilst their technology had moved on significantly, TLC’s brand had become stagnant. This was confirmed by large-scale, independent user and stakeholder focus interviews and questionnaire responses. Some of the key points raised included a preference to appear more Welsh with a dislike for the existing orange and green colour palette repeatedly highlighted. Additionally, there was some confusion over a diluted product offering; people weren’t quite sure what Traveline did. Following a competitive pitch addressing these and numerous other insights, were the riddles that needed to be solved.