Metlink

Metlink is the face of public transport in Melbourne. In 1996 the public transport system, or ‘the Met’ as it was known, was privatised by the State Government. The private operators began working on improvements to the system and were beginning to make progress on upgrading the relatively rundown network. This included more frequent services, rolling stock and communications. The issue however, was that each of the operators were operating individually without a joint customer strategy.

Cornwell were appointed to facilitate the brand strategy. This included customer research and system audit, brand architecture, brand name and identity, customer information and signage. The signage program represented one of the largest signage infrastructure projects in Australia. With close to 90,000 branded assets to be implemented, the project ran for close to six years.  

Complex Stakeholder Engagement
Brand Strategy
Brand Architecture
Naming
Brand Identity
Signage
Wayfinding
Marketing Collateral
Customer Information