Roads and Transport
Authority of Dubai
About RTA
Responsible for building and maintaining Dubai’s road infrastructure and public transportation system, the Roads and Transport Authority (RTA) needed to move from being the authority imposing fines to becoming the ultimate enabler of the city’s smart urban lifestyle.
A new purpose
‘Make. Move. Transform’, the new purpose of RTA, helped drive its brand on several fronts, by making the entity more genuine, human and future-focused.
Building a wide image library
To bring the RTA's ecosystem to life, we built an image library with renowned photographer, Lee Mawdsley, encompassing infrastructure, modes of transportation and the culture within the RTA based on RTA's photographic style.
The design solution
RTA's ecosystem is vast with multiple channels. It includes signage, city maps, customer service centres, its main website, few applications and a very active internal culture of over 6000 employees. Working on the brand meant that we could test the brand guidelines, find innovative solutions for challenges that arise across different realms and handhold the client through the crucial phase of brand implementation.
Redesigning the Salik booklet
What had been 3 pamphlets became one booklet that clearly explains the different steps, usage and top up options of the Salik tag, making the experience better and easier for everyone.
Illustration library
Adrian Johnson illustrated the different modes of transport around the city.
They all had a timeless and vintage feel to them. Their vibrancy brought forth a sense of optimism and happiness, which is a vital part of the city.
Iconography library
Moaza Al Marri
Executive Director Director General Office/Former Marketing Director at RTA
“It’s not just about the way things look but it’s the way things function. Our new brand simplifies our customer experience, both online and offline”.
Dubai Transportation Map
Cartographer Jug Cerovic created a notional style that simplifies how people decode modes of transport and bus line timings.
Building the system
By working closely with the RTA’s security team, we were able to redesign their access card system and reduce the number of cards drastically.
Left: the full RTA color palette.
Based on the card requirements, we were able to highlight 3 types of designations:
A
Primary Color Palette assigned to RTA employees
B
Secondary Color Palette
Assigned to consultants and suppliers who are contracted by RTA
C
Secondary Pastel Colors
Assigned to third parties or people who work with RTA but are neither contracted or employed by them.
3 phases of work
Phase 1
Creating a design system to be used across a number of existing cards
Phase 2
Testing the system, with different stakeholders and relooking at nomenclature for the different categories
Phase 3
Prototyping and printing
Uniform system
We collaborated with many fabric suppliers to elevate the uniforms and reach the level of details required by the brand. The Pantone color institute later created the Pantone primary swatches into different materials to help the marketing department get the closest color match possible.
RTA bus shed
