Case: Identity and Branding of the New Jokeri Line and Connecting Lines
Schedule: 2012 – 2014
Client: Helsingin Seudun Liikenne, HSL
Authors: Design Reform Oy

Design Reform was already involved in developing the original Jokeri line, which resulted in the design of the entire line with a service design approach. The needs of our users were reflected in the whole (brand, bus graphics and upholstery fabrics, public transportation, stops, communication and guidance complemented each other, supporting the entire infrastructure.)

Objectives of the work
The strategic goal of the thesis was to harmonize Jokeri line traffic with the future Helsinki Trunk Line, which was also developed by Design Reform. The aim was to interpret the needs of different user groups and how they are reflected in trunk lines running both transverse circular and south-north. In the future, terminals will be formed at the nodes of these lines.

Implementation
In the project, Design Reform’s customer-driven Service Linker operating model evaluated various concepts for the brand’s new bus coloring. The result of the work emphasizes the customer’s will to simplify bus communication and appearance. The message of the orange coloring was to associate the Joker trunk lines with the subway and their speed and punctuality. The project also involved the design of fabric for the benches of the buses and the implementation of customer communication with stickers and prints.

The end result of the project
As a result of the project, a new 550-orange trunk line has been harmonized. The change was communicated so that the target groups understand why something is changing. The service provider’s internal change was driven by the logistics and telematics of the Future Trunk Line as part of the entire Helsinki Metropolitan Area. Customers were told how to harmonize the whole region’s line, easy to perceive and approach.