Merseyrail

Challenge
Merseyrail was introducing Tap & Go: contactless tap-in/out with automatic best-fare capping. We needed to launch it in a way that not only announced the upgrade but also lifted perceptions of the operator – shifting Merseyrail from “solid but dated” to confidently modern – and get people tapping from day one.

Provocative Thought
Change sticks when it’s human and helpful. If we make the new way to pay feel obvious, friendly, and foolproof, we don’t just speed up travel, we upgrade brand feeling.

Solution
Meet “Tap” and “Go”: a bright double-act turning how-to into want-to. From arrows and tap bursts to loudhailers and lightbulbs, the pair delivers one simple promise –best fare, less faff. A consistent visual language runs across OOH, stations, and social – refreshable by phase and recognisable at a glance.