CIE Group, Ireland’s public transport authority, made the repositioning of public transport a key issue in the strategic plan to create a more integrated system. Identifying brand communications as the most powerful tool in achieving their goal, CIE turned to Garcia Media’s Tyrone Pardue to create a strongly identified and customer-friendly image. Uniform elements of color, type and symbol join all the public transport services within the national system.
Buses, light rail and train all communicate to the customer in a single tone of voice, making it an inviting system for the passenger to use. Print materials such as timetables, brochures and advertising was completely re-designed including corporate publications such as the annual report.
To implement the identity, Garcia Media’s Tyrone Pardue established a corporate communications division within the CIE Group and an extensive electronic identity guidelines manual used by internal departments as well as outside vendors such as advertising agencies and printers.