Public Transport Victoria sought to evolve beyond a mode-specific public transport identity toward a simpler, more inclusive brand structure that better reflected the connected nature of Victoria’s transport system. As networks expanded and travel behaviours shifted, the need emerged for a unified identity capable of clearly communicating multi-modal connectivity within a single, cohesive framework.

The Cream Co. developed a identity design proposal demonstrating how a simplified Transport Victoria identity could unify services, improve clarity for users, and reflect the future direction of integrated transport infrastructure.

Below are a few samples from the submission.

What we delivered
Consultation
Brand Identity Design
Wayfinding