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—across train, tram, bus, and active transport systems—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.

This one never made it past the post, but below are a few samples from the submission.

What we delivered
Consultation
Branding