Milvus Metro Branding

  • Carl Steptoe

This is a branding project for a Metro transport system that is to be made for the South East of Wales in the UK, in replacement of current methods. The system has three modes of transport that will connect communities big and small together over the region, opening up a variety of economical opportunities. I picked this brief as I wanted to explore branding as a whole & gain a better understanding of a wide range target audience. The challenges of this brief were quiet complex, with the biggest trying to encourage a shift in peoples perspectives of public transport around South Wales. Another one was identifying the key benefits of a Metro and how this needs to be communicated. My response was a new brand that is not a repeat of what already exists, going for a cultural route by including the native bird of Wales, The Red Kite (Milvus Milvus) to give a real meaning behind the concept and a sense of demographic ownership. The brand is clean and minimal, showing off elegance and free flowing movement, portraying how the Metro would operate through out the region, aiding in a better commuting experience for the general public.