TicketyBoo
BrandingWhen being briefed to develop a brand name and identity for a new train ticketing service, we asked our client, in passing, if he had a name in mind. “Well,” he told us, “I quite like TicketyBoo”. And so did we, and although we were asked to complete the naming process, we all knew that we had the perfect brand name in TicketyBoo, a mix of old-fashioned charm, lots of fun and a little intrigue.
TicketyBoo is a short-hand way of saying “everything’s perfect” so there were no negative connotations, just positive ones. And, as the brand’s key selling point is that it’s straightforward and fuss free, the name just clicked right into place.
With this in mind, we had to find a way to encapsulate ease-of-use, the warmth of the experts behind the company’s tech and the ‘no quibble’ nature of this fee-free ticketing service, while creating a stand-out brand. There was no way TicketyBoo was going to blend in, this brand needed to be seen.
So, we created a bold logotype, brightly punctuated to add more impact, and paired this with energetic imagery and engaging copy lines. We were deliberately spare with the ‘look and feel’, to ensure messaging was obvious, but used wit and humour to underpin the brand’s accessibility and humanity.
“At our very first meeting Dart Design thought the name TicketyBoo hit the spot and wanted to skip the naming process to save us money. I wanted the team to continue as there were bound to be other names out there, and there were, but all of us, the board included, wanted TicketyBoo. Dart’s interpretation of our brief was as exciting as it was on point; the brand identity options were imaginative and involving and, after we’d agreed on the ‘one’, it was refined and the website designed. It was very satisfying to work with such an industrious team who gave us more than we expected.”
James Watson
Managing Director
OnTrack Retail