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Case Study: KMB Tourist Day Pass & Tour @Kowloon

  • Jan 21
  • 4 min read

Updated: Mar 12

A Multi-channel Visual Identity & Editorial System

全方位視覺識別與手冊系統設計


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

    擔當角色： 資深視覺專家（主導視覺設計、概念轉化及行銷物料執行）

  • Timeline: 2023 (Project-based Implementation)

    項目週期： 2023 年（專案型執行）

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

    核心技能： 大眾市場視覺溝通、品牌延伸設計、多渠道觸點設計


Full-wrap bus advertising design and visual identity for KMB Tourist Day Pass.

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.


九龍巴士（九巴 KMB）是全球規模最大的公共地面運輸營運商之一。在「遊客全日通」推出之際，我受命為其打造一套具影響力的視覺識別系統。該專案要求在標誌性品牌形象與功能清晰度之間取得平衡，確保此票券在從實體卡片到大型車站廣告的多個觸點上，都能讓國際遊客直觀辨識並易於使用。



01 // THE CHALLENGE

挑戰


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.


九巴（KMB）需要為全新的「旅客日票」及「Tour @Kowloon」開篷巴士體驗建立統一視覺。目標是將複雜的交通網絡轉化為吸引且易用的城市漫遊體驗，並確保在數位平台、大型戶外媒體以及紙本手冊上保持高度一致性。


新聞 Link： HK01 新聞報導



02 // THE EXECUTION

執行細節


ulti-channel OOH advertising and bus shelter visual system for KMB.

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.


這個全方位的企劃涵蓋了多個設計觸點，我負責主導視覺傳達與製作，確保品牌體驗從實體街道延伸至數位螢幕的一致性：

  • 車身設計： 具視覺衝擊力的 HK1 旅遊開篷巴士全車包裝，將車身化為移動的城市標誌。

  • 出版編輯： Tour @Kowloon 導賞手冊，一本中英雙語指南，包含精心編排的路線與地標，專為旅途中的易讀性而設計。

  • 環境視覺： 巴士站海報與轉車站指標，將實體旅程與數位平台完美連接。

  • 視覺資產供應： 負責開發主視覺（Key Visual）及設計規範，供 IT 團隊延伸應用於 APP1933 介面，確保數位生態系統與整體企劃視覺高度統一。



03 // THE LOGIC

邏輯與技術


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.


除了美感，企劃核心在於資訊層級（Information Hierarchy）。無論是超過 480 條路線的列表排版，還是手冊內的地圖系統，我都確保了技術執行的精準度（Production-ready），並為不同用戶群體提供直覺的導航體驗。



04 // THE MOTION & REAL-WORLD IMPACT

動態呈現與實境影響



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.


視覺識別透過高能量的宣傳影片進一步生動化，展示了鮮豔的車身設計與數位介面的實際運作。 此企劃亦獲得主流媒體廣泛報導，強調了技術與旅遊設計的戰略整合。



05 // MULTILINGUAL EXPERIENCE 三語用戶體驗


Comprehensive editorial system and brochure design for KMB tour services.

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.


為迎合國際受訪眾，此企劃在所有觸點中整合了粵語、英語及普通話，包括針對景點的專屬三語語音推介。 我確保排版在不同語言長度下均能保持結構完整。




06 // CALL TO ACTION

合作洽談


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.


正在尋找兼具邏輯與美感的設計夥伴？ 無論是大型企業企劃還是高精準度的出版項目，我都能協助你將創意轉化為精準的執行方案。歡迎聯絡我討論你的下一個項目。

Let's Collaborate / 聯絡我：cindylai0110@gmail.com

 
 
 

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