Case Study: KMB Tourist Day Pass & Tour @Kowloon

A Multi-channel Visual Identity & Editorial System.

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Multi-channel visual identity for one of the world's largest public transport operators — full bus wrap, editorial booklet, outdoor signage, and digital assets. Covered by major press at launch.

• Role: Senior Visual Specialist (Lead Visual Design, Concept Adaptation & Marketing Collateral Execution)

• Timeline: 2023 (Project-based Implementation)

• Key Skills: Mass-Market Communication, Brand Extension, Multi-touchpoint Design

KMB (Kowloon Motor Bus) is one of the world’s largest public surface transport operators. For the launch of the "Tourist Day Pass," I was tasked with creating a high-impact visual identity that resonates with international travelers. This project required a balance of iconic branding and functional clarity, ensuring the pass was recognizable and intuitive across various touchpoints—from physical cards to large-scale terminal advertisements.

01 // THE

A multi-channel visual identity covering full bus wrap, editorial booklet, outdoor signage, and digital assets — launched publicly and covered by major press. Who it served: One of the world's largest public transport operators, targeting international tourists unfamiliar with Hong Kong's transit system. What it proved: Wayfinding and tourism design works when information hierarchy is treated as seriously as aesthetics — across formats, languages, and physical scale.

02 // THE CHALLENGE

KMB (Kowloon Motor Bus) required a unified visual identity for their new "Tourist Day Pass" and the "Tour @Kowloon" open-top bus experience. The goal was to transform a complex transit network into an inviting, easy-to-navigate city walk experience for international visitors, requiring consistency across digital platforms, large-scale outdoor media, and print editorial.

News Link： HK01 新聞報導

03 // THE EXECUTION

I led the visual communication and production for the following touchpoints:

• Vehicle Graphics: A high-impact full body wrap for the HK1 Open-top Bus, turning the vehicle into a moving city icon.

• Editorial Design: The Tour @Kowloon Booklet, a bilingual guide featuring curated routes and landmarks, designed for high readability on the go.

• Environmental Graphics: Bus stop billboards and terminal signage that bridge the physical journey with the digital platform.

• Visual Asset Provision: Developed the Key Visual (KV) and design standards that were adopted across KMB’s digital ecosystem, providing the UI/IT teams with a consistent visual framework for the APP1933 interface.

04 // THE LOGIC

Beyond aesthetics, the project focused on Information Hierarchy. Whether it was the layout of the 480+ route list or the complex map system within the booklet, I ensured that the technical execution was production-ready and the navigation was intuitive for diverse user groups

05 // THE MOTION & REAL-WORLD IMPACT

https://www.youtube.com/watch?v=rF3-DN0iLcc

The visual identity was further brought to life through a high-energy promotional video, showcasing the vibrant bus body wrap and digital interfaces in action. The campaign was widely recognized by major press, highlighting the strategic integration of technology and tourism.

06 // MULTILINGUAL EXPERIENCE

To cater to an international audience, the campaign integrated Cantonese, English, and Mandarin across all touchpoints, including specialized trilingual audio introductions for landmarks. I ensured the design layout maintained its structural integrity regardless of language length.

Booklet Link： KMB HK1 官方手冊內容

07 // CALL TO ACTION

Looking for a design partner who understands both logic and aesthetics? Whether it’s a large-scale corporate campaign or a high-precision editorial project, I’m here to bridge your vision with production-ready execution. Let’s discuss your next project.

Let's Collaborate： cindylai0110@gmail.com  · cindylai.studio