Working Three

Citylink

Being guardian’s of Melbourne’s best know brand.

Challenge

Since 2003 Working Three have been asked to develop, evolve and mature the CityLink brand and design style. Working Three has worked on nearly 400 CityLink projects over more than five years – taking an active role in guardianship and the development of the CityLink brand.

Key Insights

The key is making small changes to the overall style over a long period of time.

Clear easy to understand messages are imperative.

Thinking

Working Three has worked on projects for CityLink, ranging from copywriting and conceptual work to producing radio ads and outdoor advertising. Part of this role has been to continually develop the CityLink brand identity. In 2006 we undertook the rebranding of CityLink.

We were required to compliment other Transurban sub-brands, whilst updating some of the more recognisable elements from CityLink’s previous brand identity.

This project resulted in a more modern and streamlined visual identity that supports the Transurban brand family whilst maintaining its sense of individuality. We created a detailed style guide for CityLink and smaller editions have been written for some of the sub brands.

Throughout the CityLink relationship we have taken the the long view about how the brand can adapt and progress with the times. We see taking a proactive role in this continual development as an imperative.

Integration

We have worked with the CityLink marketing team to develop campaigns, individual products like TIM, and evolve the brand.