ABOUT

Merseyrail is one of the most punctual and reliable rail networks in the UK, operating across the Liverpool City Region and surrounding areas. With the rollout of Tap & Go — their new contactless travel system — they aimed to modernise the ticketing experience for daily commuters, tourists, and occasional riders alike.

The Challenge:
To drive adoption of Tap & Go, we had to explain a completely new behaviour to Merseyrail users — tap in and tap out — while keeping the campaign accessible, positive and distinctly on-brand.

Our Extraordinary Thinking:
Through competitor analysis and audience insight, we learned that clarity alone wouldn’t cut it. Our audience wanted simplicity, speed, and something that didn’t talk down to them. So we made a technical upgrade feel human — with a bold, animated hand that taps in, glides along the network, and taps out.

Gestures like a thumbs-up or finger wag brought emotion and meaning to something mechanical. And by pairing clear calls-to-action with tangible benefits (“Cap your spend. Tap your card.”), we nudged new behaviour without the lecture.

The Solution (what we did):
- A bold gesture-led visual identity
- Modular system easily adaptable for MetroCard and bank card phases
- Accessibility baked in from day one (WCAG-AA contrast, BSL overlays, inclusive copy)
- Behavioural design principles including nudging, anchoring and positive reinforcement


Delivered:
- Behavioural insight strategy
- Identity design
- Motion & static creative
- Outdoor formats
- Digital assets
- UX messaging

The campaign never launched, despite making the final two in a competitive four-way pitch. We topped the table on creativity, clarity and effectiveness — but the client opted for a safer, copy-led direction in line with current brand comms. It now serves as a standout example of how to turn behavioural science into everyday design thinking.