What's the story?
I chose to rebrand the Lebanese Public Transportation System as a topic for my final year project. As we all know, the Lebanese public transportation downgraded drastically throught the years, it went from a very well built service to barely working. It lacks management, orginasation, a clear and fixed schedule and timing for the buses. People don’t feel safe using it and consider it as something for the lower class and foreign workers.
The aim of this project is to change people’s perception and judgment towards this service. And to highlight the positive aspects and the importance of public transportation.
Target audience
The Lebanese society especially the youth and young adults that are always on the move from a place to another.
Name
Tajawal, meaning in Arabic اِنْتَقَلَ مِنْ مَكَانٍ إِلَى آخَرَ, moving from a place to another.
Describing what the public transportation does and provides. An Arabic catchy easy and simple word written in Latin alphabets, because as Lebanese that’s our way to communicate mixing Arabic and Latin at the same time.
Logo Concept
Serious typographic logo with a twist, using the traffic lights because everyone can link them to transportation and to driving.
Bus & Bus Station Design
As for the bus design and bus station, lines were used to highlight and to represent movement from one place to another, from point A to point B.
Map
In order to make people’s experience much easier a map was created to guide them, in this map we can find the bus’s timing and schedule, the roads they’re taking and their direction. Color coding was used to identify each bus.
Teasing Campaign
In my teasing campaign, I used Arabic slangs and common used phrases to create a certain connection between the service we’re offering and the society. Highlighting the positive aspects of public transportation and the things that people “search for” while using public transportation such as:
-Being on time and punctuality.
-Availability all the day long.
-Pocket friendly and helps you save money.
-Starting in Beirut.
Reveal
As for the reveal, my slogan and promise is that the public transportation is a friendly service, pocket friendly and there’s no alternative to it. It’s very important and it’s a necessity.
Mobile Application
After a lot of research and user testing this application was created to guide people and provide them with all the information needed concerning public transportation, on where to find a bus, their timings and schedules. Keeping it very user friendly, easy to navigate through and straight to the point providing all the information needed.
Website to introduce this rebranding.
Instagram Posts
TVC
