About this project
I did this project with Esther Barfred for my bachelor thesis at the Danish School of Media and Journalism. We did all research and concept work together.
She executed the promotional video and the posters and cards for the visual identity. I executed the app as well as the logo.
She executed the promotional video and the posters and cards for the visual identity. I executed the app as well as the logo.
Research
Client
Rejsekortet is a electronic ticketing system that can be used nationwide in Denmark for all public transport. The system was introduced at a large scale in 2012. It has been widely criticised by users and the media for not being userfriendly, more expensive than some of the old ticket types and technologically inadequate.
Problem
Communication - both the direct communication with the users as well as issues in the service layer.
The current design of the system makes the user feel stupid.
Rejsekortet does not recognise their users bad experiences.
Key Insights
1. The current users like the system overall - there are some shortcomings but all in all most of them are happy with it and sees it as the future.
2. Since it is going to be used on the road it needs to be very simpel and fast.
3. People does not feel safe and secure using the current system.
Strategy
Target group
The commuters. This group makes up 59% of all danish travelers in public transport.
A new name
Branding
Logo
The logo is based on the shape of the super ellipse.
The logo is designed to be dynamic and based on live data from the travel card system om where there is much activity.
Visual identity
And for those who do not wish to use the new system, the old is still available with a redesigned smart card, that is generated to be unique for every user. The front has information about the user while the back has a version of the logo, generated the moment the card was printed.
App
Video
Case video
