MiCard is a new travel pass for young people aged 5 to 18 and living in Barnsley. MiCard gives you free bus travel anywhere within South Yorkshire, all day, all week and on all routes.
We worked closely with Barnsley Metropolitan Borough Council and Travel South Yorkshire to build MiCard a total brand identity and launch collateral, following an existing physical card design.
We crafted the identity to cut-through lots of noise around travel schemes in the region. Confidence, community, & clarity were our guiding words, and the identity is just that. We shout the offer in simple, short and easy to understand language: ‘Under 18s Ride Free!’
Typography is full of personality, with a chunkiness for impact, and rounded elements that feel friendly and contemporary. An oversized exclamation mark emphasises a this and adds ‘ultra energy’ – ! – something our younger audience engage, with and listen to. Vibrant colours feel impactful and contemporary to make the brand feel full of life.
Character illustrations reflect the borough’s diverse community, bringing a human element to the brand, whilst emphasising MiCard is for a wide age-range. They feel contemporary, positive, and part of a stylised set for strong brand cohesion. A series of sticker graphics pull-out the offer across the brand, and evoke an emotional message which says ‘get out there’ – making the brand much more than just a cost saving offer.
MiCard launched with a bang – we wrapped a double decker bus (it’s purple – you can’t miss it), plus lots of out of home advertising, window graphics, online activation and printed collateral.
