Website design
Transport for Quality of Life
Working to make transport better for society and the environment
The brief
Transport for Quality of Life underwent a change of management, which prompted a review of the brand identity.
The brief was to audit the brand to understand how and where it is used and the current customer perception, then to refresh and update it as appropriate.
A new website was also required, to accompany this new stage in the business’ life.
The challenge
The business is Transport for Quality of Life but is commonly known as TFQL. It is well known and regarded in its market, so changes have to be managed carefully.
The business recognised the need to address the branding, but were concerned about losing the recognition which the brand had achieved. The identity had to be retained while being refreshed and the practicalities of the logo design had to be addressed – shape, size and composition – to ensure it worked in all touch points.
The solution
The first step was to demonstrate to the management team what a new identity could look like and how it could meet their objectives. Once they’d seen examples, they were on board.
A new TFQL icon was introduced, using the existing typeface, colour-ways and arrow element from the old logo to maintain continuity, while also heralding a new era for the business. The icon could be used in isolation, with the old or new logo and with language variations (Welsh and Scottish Gaelic).
The website was built to exceed WCAG 2.1 standards and also allowed users to switch between English, Scottish Gaelic and Welsh.
The extensive document library had a new filtered search facility to facilitate searching through 200 documents.
The results
The website launched with a fresh look and capabilities which signalled change, without losing the established and well known brand identity.
Del Cruft
Branding, web design, project management
Beth Hiblin
Copywriting
Rich Stevens
WordPress hosting & maintenance