Dart Design



The Go-Ahead Group, one of the UK’s leading providers of passenger transport, had developed a technology-based smart ticketing service that made travel hassle-free for operator and customer. We were asked to develop a name and sub brand and had a very clear steer that it needed to look different from the others in Go-Ahead’s portfolio. It could be quirky, bold and playful, but appealing to global operators was key, so it had to have gravitas.

After researching the market, we created a hit list of functional, experiential and evocative names where ‘Hammock’ was a clear winner. It wrapped up the offer of smart technology and hassle-free customer journeys in the single-minded benefit of total support. We wrote the strapline ‘It’s about the journey’ to add emphasis to the level of support that would be delivered.

The creative treatment that grew out of the name was simple but effective; the outline of the hammock and ‘peace of mind’ as the ultimate destination, presented us with an opportunity to use a ‘smile’. Combining this with a contemporary font, sophisticated photography and a strong colour palette, produced a distinctive brand identity in an industry sector dominated by bland.

What our client said...

“As part of The Go-Ahead Group we work with many design companies. We wanted to create an exciting new sub brand, and give it a new name to match. We were very clear that we didn’t want to blend in, that we were looking for a brand identity with a difference and Dart helped us to deliver one.”

Enrique Fernandez,
Chief Information Officer
The Go-Ahead Group