M-Card - West Yorkshire Combined Authority Case Study

Client

West Yorkshire Combined Authority

Industry

Travel/Transport

Services

Digital

Introduction

The MCard Daysaver campaign set out to make travel across West Yorkshire easier and more appealing. MCard wanted visuals that were eye-catching, easy to understand, and adaptable across various platforms, aiming to make the Daysaver Pass a natural choice for commuters.

Background

The Daysaver is MCard’s day pass, ideal for regular and occasional travellers who need flexibility and savings across bus and train networks. The campaign’s message was simple: use Daysaver for a smoother, more economical journey. The task was to create visuals that delivered this message in an instant.

Challenge

The campaign’s key objectives were clear:

High Visibility: Designs must be bold and easy to spot across busy public spaces.
Quick Understanding: The messaging had to be simple so commuters could grasp the value of Daysaver at a glance.
Versatile Format: Assets required flexibility to fit both print and digital formats without losing impact.

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Approach

With “no egos, no fuss,” the assets were designed to work hard with minimal complexity:

Bold Colors and Simple Typography: Visuals were crafted with bright colours and large type, ensuring easy readability and immediate impact.

Direct Messaging: Each asset focused on the pass’s key benefits, keeping language straightforward and effective.

Consistent Look Across Platforms: Designs adapted to various formats, maintaining a cohesive, memorable look across social media, bus ads, and posters.

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Daysaver Saves the Day with Bold, Clear Design