‘Critically, a clear plan for developing a new service to commercial viability was pursued, so ensuring long term benefits. The promotion has significantly increased passenger numbers’.

Role: Creative Director,
Design and artwork

Logotype in conjunction with
Design Triangle

As as external consultants to Cambridgeshire County Council, MLDC was part of the
marketing team responsible for launching their ‘Key Routes’ transport initiative. MLDC’s role involved working closely with the Transportation division to produce a publicity and information strategy to raise public awareness of a new bus service connecting rural areas and to encourage commuters to use the bus in place of the car due to concerns over congestion and pollution in the city.

Partnering with Cambridge based vehicle design consultancy Design Triangle, MLDC was commissioned to implement the initial branding elements, (namely the ‘Key’ motif which had been designed as part of the bus livery project). across a variety of media; signage, timetables, promotional material, copywriting, display stands and press advertising. the success of which lead to the campaign winning the main award in in the Marketing category of ‘The Bus Industry Awards for 1999’.