Roads and Transport
Authority of Dubai

and so we design RTA Project Screen 01

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.

RTA Website design

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.

RTA Dubai - Brand Design
Building the image library
Building the image library
Building the image library of RTA
Building the image library of RTA
Building the image library of RTA

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.

and so we design RTA Project Salik overpass ad
The newly designed Salik toll gate

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.

RTA Salik booklet

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.

and so we design RTA Project Illustration Yellow Taxi
and so we design RTA Project Illustration Water Taxi
and so we design RTA Project Illustration Tram
and so we design RTA Project Illustration Water Bus
and so we design RTA Project Illustration Ferry
and so we design RTA Project Illustration Abra
and so we design RTA Project Illustration Bus

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.

and so we design RTA Project posters
RTA Brand Sketchbook
and so we design RTA Project Iconography image1
and so we design RTA Project Iconography image2
and so we design RTA Project Iconography image3

Iconography library

Dubai Water Bus Signage

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”.

and so we design RTA Project map

Dubai Transportation Map

Cartographer Jug Cerovic created a notional style that simplifies how people decode modes of transport and bus line timings.

and so we design RTA Project Exhibition Image1
and so we design RTA Project Exhibition Image2
and so we design RTA Project Exhibition Image3
and so we design RTA Project Exhibition Image5
and so we design RTA Project Exhibition Image4

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.

RTA Access Card System
RTA Card System 01

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

RTA Card System Design
RTA Card System Final
RTA meeting
RTA Uniforms

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 Employees photo 1
RTA Employees photo 2
RTA Employees photo 3
RTA Employees photo 4
RTA Bus Shed

RTA bus shed

RTA Tshirt
RTA Ipad