I’m Transport

I’m Transport was the first phase of a two part campaign designed to bring Transport together. Transport for NSW was undergoing major transformation, including integrating agencies like Sydney Trains and NSW TrainLink and dissolving RMS. These changes affected how the organisation defined itself and how employees worked and felt about their roles.

To address this, the Brand and Communication teams developed an employee campaign to unite staff under one culture and purpose and provide reassurance during change. After stakeholder workshops, three creative concepts were produced and tested across the cluster before selecting the final approach for launch. I’m Transport shown here aimed to deliver the acknowledgement staff were needing at the time, to see how they contributed to the bigger picture.