Beautifully Smart.


Transport for West Midlands aim is to create a world-class public transport network delivered by a best in class organisation. The Big Cat Agency team was tasked with developing a creative identity and simplified messaging to communicate the key consumer benefits of Swift – a transport smart card for use on buses and trams.

Turning instinct into action

The benefits of the Swift card are in the autopilot nature of it. Top it up and off you pop. Campaign messaging clearly communicated these benefits, breaking them down into multiple executions to motivate actions amongst different audience groups. All signed off with the Swift Card and campaign line – 'Travel Smarter'.

With our creative advertising hats on, a beautiful and simple illustration style was used to add personality and aid recognition of the Swift brand.

Keep scrolling to check our what impact our campaign message had on Transport for West Midlands Swift Card usage.


+60% Website visits

Totalling 69,715

+127% Direct website visits
+52% Website visits

via social media

+135% Swift Cards in circulation

Raising from 2,375 to 5,582

Stop, collaborate and list 'em

Illustrations from the incredible, Deanna Halsall.

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