Ulla Puggaard Ltd
As a passionate cyclist and long-time admirer of Transport for London’s iconic visual identity, I was to collaborate with the incredible team at VCCP / Girl&Bear on the TfL x Santander Cycles campaign.
The campaign launched across London’s stations in various formats both digital and static bringing vibrant energy to the city’s transport network.
From the very first brief, there was a real sense of creative possibility. What began as a loose concept quickly evolved into a studio alive with sketches, ideas, and collaborative momentum.
Creative Brief & Direction
VCCP envisioned a bespoke typographic approach distinctive, full of character, and rich in detail. The visual language needed to echo a poster aesthetic, align with accessibility standards, and be flexible enough to work seamlessly across both digital and print platforms, complementing the dynamic photographic style of the campaign.
We explored a wide range of styles from cut-paper forms to expressive brushstrokes always returning to the core balance between personality and function.
Design Challenges
TfL serves a diverse and wide-ranging demographic, so two key technical considerations were at the forefront:
Colour accessibility, ensuring palettes met contrast and inclusivity standards.
Legibility, the custom typography had to read clearly across multiple formats, sizes, and environmental conditions.
There were also a few technical constraints on implementation, but working closely with the VCCP team allowed us to problem-solve quickly and creatively.
Collaboration & Results
Working with VCCP was genuinely fun and deeply rewarding. Their openness to experimentation and their clarity on strategic goals made for a seamless process. We managed to meet the requirements of multiple stakeholders while keeping the creative spirit alive.
Special thanks to the amazing in-house design team for their support.
Reflection
This project brought together so many things I care about my love of cycling, a long-standing admiration for TfL’s design heritage, and the chance to create something fresh, and accessible.
Big love to the whole VCCP / Girl&Bear team.