Challenge: Merseysiders have high expectations when it comes to local, iconic brands - from The Beatles through to the football clubs.

The task was to create a world class brand, signalling a London-style transport network, developed around key customer segments that encompassed the functional nature of the product (the smart card at the core), the context in which it exists and the potential for the product to change the customer experience for the better.

Solution: Through functional and competitor analysis, initial concepts were created and the chosen route taken through refinement.

The creative holds the colourful variety of life across the Liverpool City Region, connected by the transport network, with Merseytravel at its core.

The brand gives the flexibility and smart look that the project team required, while giving audiences the vision of a modern and inclusive brand, moving forward with its passengers.

Result: The successful launch of the brand, and acceptance by existing public transport users and the target convertible segments.

There continues to be follow-up activity to implement the brand across the wide-spanning, and developing infrastructure.