A connected visual language for everyday mobility, with people and their journeys at its centre.
The direction responds to a need for more consistent communication and a stronger connection to everyday life. The aim is to give RTA’s infrastructure and technology a human context through the way people experience their journeys.
A graphic language drawn from routes, movement and directional energy. It connects people and places, and gives invisible systems a visual expression.
Explore the five transport modes. Original presentation examples show how the direction changes with each type of journey.
Direct, stable and continuous. The line follows the clarity and control of a fixed-route system.
Warm civic daylight, balanced natural colours and deep night blues provide a consistent atmosphere. Layered lighting gives the image depth.
Human scale, purposeful framing and clear negative space keep the focus on the story. Leading lines and architectural structure guide the eye.
The human story comes first, followed by the Arabic headline and supporting English. The Flow Line reinforces the content’s meaning.
Selected executions from the presentation, connecting transport, human moments and campaign messaging.
Four original films embedded in the Keynote. Press play to watch each application with sound.
Autonomous taxi content focuses on time gained during a journey: comfort, work and a moment to enjoy the city.
The scooter application uses the direction to communicate designated lanes and safer everyday choices.
The Nol application connects transport modes through a simple, continuous payment story.
The RTA app appears as an everyday companion for driving, vehicle and parking services.
The bus-lane sequence moves between infrastructure, rider interactions and the everyday experience.
The presentation also explores a bolder visual treatment of movement and energy. This study sits alongside the core system as a creative exploration.