The brand for all transportation in Paris Region

As the Île-de-France (Paris Region) transportation market opened to competition, and operators were to multiply, a new brand was launched by the Region to create unity: Île-de-France Mobilités. What exactly is this new brand’s role, its relationship with its targets, its content? How should it coexist with the other transportation brands?

More than just a logo on buses or on metro maps, Île-de-France Mobilités is destined to become the brand of reference for all transportation in the region, a service brand embedded in everyday life. From brand platform to brand architecture, there was one guiding principle: the brand as a vector of simplification, at the service of the users.

Work done:

– Audit and positioning
– Brand platform
– Brand architecture
– Brand implementation