Department of Transport, Abu Dhabi

Redefining a
visual hierarchy

When it comes to simplifying a complex subject, a systematic, logical approach is needed to fully understand the consumers’ needs. Function surpasses form as a design prerequisite. Strong typography and clear infographics play a vital role in designing user-friendly literature.

Our brief was to create a visual identity system for the Abu Dhabi region encompassing Abu Dhabi City & Suburbs, the Al Gharbia Local & Regional area and Al Ain City & Regional zones. We built a color-coded structure that allowed the different networks to be easily identifiable. We also conceived an information hierarchy that could be easily adopted across complex bus and transport timetables. These, in turn, were visually translated online, as well as in the form of downloadable apps.

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