The Smarter Choice Consultancy

Experts in Travel Behaviour Change

The brief

The Smarter Choice Consultancy (TSCC) supports local authorities in transport funding bids and in the implementation and evaluation of transport projects. It also evaluates public and third-sector projects aimed at fostering behaviour changes that will benefit people, society, and the environment.

Their competitors tended to have low key, staid, corporate branding – TSCC wanted a brand and web presence that would show their humanity and creativity and be more memorable.

The challenge

The new branding had to be different to the mainstream, without looking out of place and losing TSCC credibility in the industry.

The solution

The heart of the branding is the four pairs of coloured dots, each representing one of the main types of transport. They add a contemporary feel and, when incorporated into the illustrations, clearly demonstrate TSCC’s link to transport.

The illustrations are eye catching, effective and bring the brand to life, injecting some personality into the brand.

A new website design delivers the content and case studies in a clear, accessible way and allows the branding to shine through without overpowering the information.

The results

Over time, the name and coloured dots have become the brand and the illustrations have been used less. The result is branding that portrays a professional consultancy that brings a fresh approach to a traditionally ‘safe’ market.

Del Cruft

Project management, brand design, web development

Beth Hiblin


Rich Stevens

WordPress hosting & maintenance