‘Women on Board’ is an internal communication initiative of Yarra Trams. Traditionally a male-dominated workplace, the company wanted to support female workers with a range of initiatives to improve their day-to-day working environment.
The company wanted to brand all communications with an identity that would include all female employees, whether at head office or in customer service, operations staff or tram drivers.
Inspired by the concept of ‘connection’ we took as a starting visual the tram network map, with its bright colours stretching all over Melbourne. We developed the idea further by creating a ‘W’ mark from sinuous lines folding in and over each other, representing strength and flexibility.
As for colour, inspiration came from a two totally unrelated sources. The orange was inspired by the similarly coloured tram routes which stretch over the network: North West – City (#57), East – West (#48) and North – South (#1). And the purple was simply inspired by the colour of our client’s favourite brand of macarons’ gift box.
The new identity was unveiled at a Women on Board launch event, and the excited buzz in the air was palpable.
We also designed an energy campaign for Yarra Trams, take a look…