Kenzo Mayama Kramarz     Works  About  Posts




TfL / Transport for London (pitch), 2011

After some initial work for TfL I returned to WCRS, this time to work on a massive print campaign pitch. The task was to reassess its recent communication approach and define both visual language and tone of voice.

As a result, I designed a series of posters in which both copy and illustration attempt to be a bit softer, charming, and visually witty. Unfortunately, eventually we did not get the job. 		CREDITS

Project: Print, campaign / posters
Role: concept, art direction, design, illustration, animation
Credits: Tomaso (designer), Andy, Gavin (creatives), Jon (planner), Ben, Leon (creative directors)



1) POSTERS Here's a selection of few posters. The challenge was to define a visual style that could be potentially used accross different sorts of messages.




2) WORK IN PROGRESS Some initial sketches, at this stage still aiming to define the right visual approach. Dozens of visual ideas were considered, really good fun to work on those.




3) TFL'S ICONOGRAPHY This direction clearly exemplify TfL's breadth, one of the key issues on this project.




4) ANIMATED POSTERS As some of the posters already implied a sort of moving-image quality and TfL could potentially use some digital billboards, animations were a natural next step. The stop-motion or animated gif aspect suits quite well the visual simplicity, and definitely helps to enhance message and meaning.











This last example was illustrated by fellow designer Tomaso Rayneri.


5) RELATED PROJECTS Click to see.





Back to works     Top