The Transport Ticketing Authority was established by the Victorian Government to design, develop and implement a new ticketing solution that best met the needs of the state’s public transport system. The system is a world-class ticketing solution based on proven smartcard technology that empowers public transport users.

Gaining an early high level of trust and security was essential in order to establish that the card would empower the traveller and have them in control of their journey and the additional services they might access. The brand identity utilised various combinations of symbolic elements that could be assembled to describe different journeys and experiences.