Metro Trains Sydney

Creating a better connection with customers

Brand Strategy / Design / Content Production


Differentiate a new public transport provider in an already congested market.

We won the MTS business in a competitive pitch by demonstrating that we understood the brand’s ambition, had grasped the scale of the opportunity and recognised the heartfelt sense that the MTS team were on a mission to create something really special.

It was a good place to start a new relationship.

Gho Sydney Case Study - MTS
GHO Sydney Case Study MTS


Utilising a series of in-depth interviews with key executives and an exploratory process that involved the MTS marketing team at every step. We distilled the strategic positioning it to a tight three words. MTS – A better connection. This sets the foundation for all our future work on the brand.

The comprehensive, online guidelines document gave MTS a clear sense of who they are and how to be consistently presented going forward.

The first application of this thinking was the new website and we recommended that it be developed in two phases. The first phase would be focussed on recruitment. The second installment would be the launch phase to the traveling public.

Gho Sydney Case Study - MTS UX