Public Transport Service Solutions
The Brief
The “Optipex” project, part of the Horizon Europe initiative, aimed to improve the passenger experience and sustainability of public transport across Europe. With a €4M budget, the project seeks to enhance passenger comfort, safety, and security by co-creating ethical, passenger-aware service solutions. The focus is on inclusivity, specifically addressing the needs of wheelchair users, passengers with large objects, individuals with limited mobility, as well as tourists and students. The challenge was to create a brand, a concept image library, and website design that communicated these values effectively to diverse stakeholders, fostering engagement and trust in the project’s vision.
Our Solution
Our design team developed a full brand identity for Optipex that encapsulated the project’s mission of improving public transport for all. We created a modern, approachable logo and visual identity that represented inclusivity, innovation, and sustainability. For concept delivery, we designed intuitive user personas and journey maps, illustrating how different user groups would experience the improvements firsthand. The website was designed with accessibility and user-centric design principles in mind, featuring a clean layout, easy navigation, and informative content. We also ensured that the website would serve as a central hub for updates, research, and community engagement, with multi-language support and interactive elements for co-creation activities.
Finally we created the stock image library. The project is aimed at self driving vehicles for public transport – an area in which there are no real world examples to use for stock images. So we used our expertise in the area of AI image generation and created the entire library from scratch, giving the project cutting edge high impact visuals from the get go,
Results
The Optipex project brand and website launch were met with enthusiastic feedback from both stakeholders and the public. The cohesive brand identity effectively communicated the project’s goals, attracting interest and participation from diverse user groups. The website became a key platform for collaboration and engagement, facilitating co-creation workshops and allowing for ongoing dialogue with passengers. As a result, the project gained momentum across European cities, advancing towards its goal of creating a more inclusive, sustainable public transport system. The user-focused approach fostered strong connections with communities, and Optipex is already establishing itself as a leading initiative in reshaping the future of public transport.
