AT lite - Proposed Campaign
Transport is often a hot topic of discussion amongst Aucklanders who spend hours commuting to work every day, and reliable and efficient transport is a necessity for these people, especially those traveling further distances.
We found that current associations with Auckland Transport are mostly negative with many calling their experience with AT "not positive", "late", and "mundane", generally causing stress for the public. Therefore, it was our goal to flip this and keep our project simple and stress-free for the user, through various designed collateral.
The Aim
Our aim was to brand and campaign for a more engaging and reliable public transport system, currently being developed for Auckland, known as Auckland Light Rail.
Consequently, AT lite was formed as a collaborative project to construct (proposed) branding and campaign for this new public transport system. The AT lite campaign aims to educate people on the up-and-coming light rail system for Auckland and encourage people to have their say on the routes they want to see implemented in the future.
Social Media & Motion Graphics
Through motion graphics and social media, I aimed to convey a reliable, efficient, and secure system that is clean, bright, and legible. Geometric shapes/patterns are heavily utilised throughout the work to convey this in a more engaging way while connecting to additional brand collateral. With the target audience being the younger demographic/future of Auckland, it was important to create motion graphics that were quick and engaging to cater to their shorter attention spans and while on the move, commuting.
The motion graphics can be viewed as a series or individually and all serve a different purpose.
Stage 1 - Provide a brief overview of what the light rail is.
Stage 2 & 3 - Convey the benefits of the light rail compared to the current system.
Stage 4 - Encouraging people to have their say, providing a time frame and where to go for further information.
2021
University (group) Project