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M6 Toll
The M6 toll, Britain’s first toll motorway, was built to reduce both journey times and the strain on the M6 — a vital freight and business route, not to mention one of Europe’s most congested motorways.
Before the M6 Toll was built, all motorways had been free to use, operated by the same organisations, with the same congestion issues. So, as an entirely new concept in the UK, we needed to promote the benefits to customers unfamiliar with the offer.
Our task was to represent the value of using the toll motorway to drivers who, although frustrated with the current situation, remained unconvinced about paying for an alternative route.
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More than a road
The modern and distinctive identity we designed defined a new concept in travel and transportation. We developed a visual language based on the vernacular of road signage, which demonstrated the interaction between M6 Toll and its customers.
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Are we there yet?
Based on the proposition of ‘saving time’, we created a strong brand vision communicating the tangible benefits of reduced journey times on an emotional level to potential customers.
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Which way?
Every aspect of the brand reassured and educated an unfamiliar, and often cynical audience, communicating the benefits of the new toll road at every customer touchpoint.
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Encouraging road use
We used a spontaneous imagery style with a welcoming and friendly tone of voice to engage with customers on an emotional level — the M6 Toll is not just a road, it’s a common sense alternative and an enjoyable experience.
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Route planning
The website needed to be both informative and emotive to build a lasting relationship with customers.
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On the road
The vehicle liveries we designed were important to show a brand presence along the entire stretch of the road.
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Brand relationship
The M6 Toll is the public facing brand of Midland Expressway Limited. All internal facing communications needed to express this relationship.
