Mix Your Go: Sweet Craving / Dairy

Movement isn’t linear. While you might aim to travel from point A to point B, the path you choose can offer different experiences and benefits. Auckland, a city dominated by cars, faces a culture reliant on personal vehicles. Recognising this, Auckland Transport (AT) saw the need to encourage alternative modes of transport.
This initiative addressed several critical factors: reducing traffic congestion and pollution from petrol cars, promoting healthier lifestyles through walking and cycling, and offering a balanced, sustainable way to navigate the city. The challenge was to present a balanced view, not eliminating car use, but showcasing diverse transportation choices.
Designing the campaign required careful consideration to present complex information about various transportation options clearly and appealingly. AT developed the "Mix Your Go" campaign, aimed at inspiring Aucklanders to rethink their travel habits. This campaign encouraged residents to consider the benefits of mixing up their transportation modes before automatically reaching for their car keys.
Mix Your Go stands out as a transformative campaign by brilliantly reimagining Auckland Transport’s mundane transit icons into a powerful visual narrative that embodies the city’s diverse transportation options. By expanding these icons to represent many modes of travel—from buses to bikes, scooters to rollerblades—the campaign transcends traditional communication barriers with a minimalist yet dynamic design.
The icons’ illusion of continuous movement across the page not only simplifies complex transit information but also inspires a sense of freedom and choice, encouraging Aucklanders to embrace a more versatile and sustainable approach to moving around their city. This creative and inclusive approach not only elevates the campaign as a masterclass in design simplicity but also successfully reshapes the way people perceive and engage with transportation in Auckland.
By transforming AT's existing bus, train, and ferry icons into a distinctive design language, the campaign symbolised movement and connectivity, encompassing biking, scootering, rollerblading, and driving. The minimalist design ensured clarity, making the information universally understandable. The icons created an impression of endless movement, encouraging diverse travel modes. "Mix Your Go" became a visual playground of bold colours and sleek icons, making public transport as appealing as a joyride on a skateboard, setting a new standard in public transportation communication.
It has also just been recognised as their most loved campaign!