Laval Agglomeration Design & Branding TUL, TRANSPORT URBAIN LAVALLOIS by Royalties

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TUL, TRANSPORT URBAIN LAVALLOIS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market France
Agency Royalties
Creative Director Olivier Bontemps
Art Director Sylvain Boyer
Released April 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: LAVAL AGGLOMÉRATION
Product/Service: NETWORK OF BUSES BASED IN THE LAVAL COMMUNITY IN FRANCE
Agency: ROYALTIES
Art Director: Sylvain Boyer (Royalties)
Strategic Director: David Jobin (Royalties)
Creative Director: Olivier Bontemps (Royalties)
Operations Director: Alexandre De Coupigny (Royalties)
Mayor Of Laval: Guillaume Garot (Laval Agglomération)
Deputy Mayor Of Laval: Jean Christophe Boyer (Laval Agglomération)
Media placement: Buses - City Of Laval - 1 April 2011
Media placement: Bikes - City Of Laval - 1 April 2011
Media placement: Identity - City Of Laval - 1 April 2011

Describe the brief from the client
The city of Laval, in Western France, is now only 1 hour from Paris with the new high-speed train. This denotes real progress for this remote town: it has elevated Laval’s name to the status of modern, suburban chic.
By investing in transportation, the Lord Mayor aimed to expand the public bus network beyond the town’s boundaries and make it the new face of its community.
The design brief demanded a verbal and visual identity to express the daily collectivism of people using the city buses.

Describe the challenges and key objectives
How to make a public bus a vehicle for communication?
How to avoid over-advertising?
How to express the collectivism of commuters by the exterior design of our bus?
How to express real emotions while not being boring?
How to create a feeling of benefit to the community rather than just the town hall?

Describe how you arrived at the final design
We interviewed a commuter on the bus. We summarised their feelings by a series of ‘key-words’.
We created a vocabulary with the word ‘Laval’ as a prefix and added a key word to the end. We played with phonetics by putting the article ‘Le’ before each word. We ended by mixing colours with words to create a flow of feeling. We achieved a type of basic, urban poetry that can be continued infinitely.

Give some indication of how successful the outcome was in the market
After the launch, we assessed the Laval bus network with the support of interviewers from universities in Laval. We asked 2 questions to bus-riders:
Do you like it?
Does it change your opinion of the Lord Mayor?
Answers came back as a massive ‘Yes’ for the first question and predominantly ‘No’ for the second one.
Hey, what did you expect? That’s politics!