TPG

assessment

For almost 50 years, tpg (the Geneva Public Transport) has been a central player in Geneva's mobility — an institution known to everyone, present everywhere: in the streets, at the bus stops, in the daily lives of its users. Established in 2007, the current visual identity has gradually seen its coherence diluted over the years, as formats, teams, and contributors multiplied. A strong brand, but one that no longer spoke with a single visual voice.

challenge

To completely rethink tpg's communication system — from brand architecture and guidelines to campaigns — without betraying what makes the brand strong and recognisable. To evolve without breaking. To unify without uniformising. And to build a system flexible enough to adapt to every format, every message and every contributor, while remaining immediately, unmistakably tpg.