ATAF Public Transportation
in Florence, Italy
Branding, Advertisement, Rendering, and City Wayfinding
The streets of Florence, Italy, were built long before any concept of public transportation. The streets wind and warble, and are somewhat difficult to navigate due to their premodern layout. Because of this, special creative measures can be taken to make bus navigation especially memorable.
“A Ogni Uccello il suo Nido è Bello”
“Every Bird Finds it’s Nest Beautiful”
People have greater respect for areas that are living habitats, designed lower the amount of unruly passengers and litter.
People feel safer when they are reminded of home, contributing to a more comfortable and pleasant riding experience.
People can readily remember unique qualities of birds, creating immediate associations between specific bus lines and their route.
A rebrand of the leading company of bus transportation in Florence (ATAF) in order to create a more iconic, inclusive, and safer bus riding experience. The addition of a birdhouse on top of ATAF bus stop poles turns these spaces into active homes for nature:
Original models and renders. The pole models are often placed in front of residential houses, the shelter models are much more rare – often placed in parks and wider sidewalks.
Bird’s Eye View of Florence
The transportation map of Florence can be formatted in the shape of a bird.
The imagery helps users memorize the area, and reinforces the functions of each bus line.
Safe
Inclusive
Comfortable
Current logo
Proposed rebrand logo, with the lettering taking off in speed
