Sid Lee Paris
Thu, 07 Oct 2021 08:45:37 GMT
Bonjour to the future of mobility, the future of service. Bonjour to new functions and innovations and an experience more adapted to your needs. Bonjour to Paris public transport operator RATP’s new application. With a more intuitive and convivial graphic environment, the refreshed look is more accessible and welcoming, starting with its name - Bonjour RATP. The application is part of a major rebranding designed by Sid Lee Paris for the public transport operator which aims to respond to contemporary consumer needs by transforming into a MaaS (mobility as a service) incorporating every transport users need.
The new strategy, which aims to humanize the public transportation brand and position it as a companion for travellers throughout their trip, is emboldened with a fresh graphic universe - a fairly radical change for those used to RATP’s previous look, which was reassuring and familiar but decades old. It was time for a new visual identity so RATP called on Sid Lee Paris to create a simplified look for a much more enhanced experience, a modern visual identity that reassures, is easy to use and, above all, inspires simplicity and confidence.
That identity begins with a new name for the brand’s app. A universal word with a French identity, ‘Bonjour RATP’ is there to greet commuters daily. It’s welcoming, simple and easy to remember, like the intuitive iconography and colour codes Sid Lee Paris created to help users uncover all of the features of the app. A graphic universe, which Sid Lee Paris developed with illustrators Mathilde Vallée and Alexandre Nart, inspired by the metro brings conviviality and vigour to RATP Group’s new promise. Thanks to several partnerships, users can not only find information about the metro on Bonjour RATP, they now have the possibility to reserve bikes through the city’s bike-sharing program Vélib’, cabs through Paris’s ride-hailing service Marcel, and, electric scooters TIER, as well as search for restaurants, cinemas and other activities in different neighbourhoods. With the new branding, which will be integrated into Bonjour RATP internal and external communication, including OOH, DOOH and digital, Bonjour RATP makes “the city as simple as Bonjour”.
"Imagining and developing the rebranding of the RATP app has been a very special project for us at Sid Lee Paris. The opportunity to work on such an iconic brand that has been a part of every single Parisian's daily life for the past 73 years is a rare opportunity. We are very proud to have helped the RATP Group marketing team position, rename and redesign the brand as a daily trustful companion and to bring it to another level in a crowded urban mobility industry. To do so, we needed to own the city again while bringing to the table a true but often under-rated value proposition: simplicity. All this, with an ultra ownable tonality and visual territory, light and full of enthusiasm. – Jean-Baptiste Destabeau, client director, Sid Lee Parisview more - Creative
Categories: Travel, ServicesSid Lee Paris, Thu, 07 Oct 2021 08:45:37 GMT