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Project: Corporate identity
Service:Brand strategy and Graphic Design
Client: MTR X
MTR Express - a unique design journey from start to goal. The new train operator, MTR Express, started to operate the Swedish main train route Stockholm – Gothenburg in the beginning of March 2015. It only took less than three months for the new red MTR Express train to reach over 93% customer satisfaction in the customer surveys. Our goal with the project was to create a seamless travelling experience from the first booking of the journey to the final arrival at the destination.

The project started two years earlier with a white sketch paper that we needed to fill with an extensive and demanding design scoop, creating the new MTR Express brand including service, graphic, interior and industrial design – all ready for introduction on the market in March 2015. Parallel to the design project LundbergDesign was also involved in creating the new web based booking system – the first touchpoint between MTR Express and the customer. The idea was harmonize the booking system with the actual planning and design of the train. Simplicity and reliability are key words for the seamless design of the whole system. The graphics language is based on a carefully selected typeface with a visually clear design providing the MTR Express brand with a unique and strong identity.