The aim of the refreshed Pay Transit identity is to showcase to people that the easiest way to tap-to-ride is with Apple Pay. The new design system increases visibility and brand recognition.

 

I directed the localisation of the global design system refresh for Pay Transit to run in London/UK and am in the process of doing the same for France. This included the Verbal Language and Visual Identity for London, tapping into a colloquial tone. It also involved creating OOH assets across London's well known stations, Social videos that ran across Youtube, Twitter, Snapchat, Tiktok and more, Static and Animated Displays on platforms like Citymapper, Sourcing VO artists and writing scripts for Podcasts.