We’ve been working with South Yorkshire Passenger Transport Executive (SYPTE) to develop an innovative, creative concept and artwork for a new marketing campaign, designed to get more young people moving around the region on public transport.

SYPTE’s latest marketing campaign to promote the new 16-18 Travel Pass to young people in South Yorkshire has been great fun to develop. It has been a fantastic project for us to work on. The challenge was to ensure that the campaign appealed to a younger audience without being patronising or out of touch.

Our research showed that a lot of related design work underestimates the maturity of the 16-18 year old demographic and uses childlike illustration. Tapping into how this age group communicate we have developed an emoji-led campaign using a combination of emojis for each key message. This has allowed us to create a suite of materials which will be showcased across South Yorkshire.

Our bright, clean visuals and animations, are used in posters and adverts to promote SYPTE’s new 16-18 Travel Pass, which entitles 16-18 year olds to concessionary travel on public transport across South Yorkshire.

We are really pleased with this campaign and the designs that we have created. Our work is now out there on buses, in bus stops and poster sites.

The 16-18 Travel Pass, is now available to all 16-18 year olds who live in the region, including those in apprenticeships and employment. It allows young people in this age bracket to receive reduced travel rates, including the concessionary fare of 80p per single journey on bus and tram, half price rail fare on Northern rail services and value for money operator tickets, across South Yorkshire all year round.

Customers can apply for the new 16-18 Travel Pass online at travelsouthyorkshire.com/1618, or via a paper application from any South Yorkshire Interchange.