WalkRide is an information and movement system for Newcastle Gateshead that seamlessly combines information for both pedestrians and public transport users.
Cartlidge Levene worked in collaboration with City ID to create an identity and wayfinding system which provides information from the user’s perspective. The project included a hand-held pedestrian map, city centre bus shelter maps and the livery for ‘QuayLink’, a new city centre electric bus service. The identity provides the flexibility necessary to express everything from complex wayfinding information, such as maps and bus timetables, to more expressive elements such as the QuayLink bus.
The QuayLink buses are bright yellow with simple, minimal graphics designed to stand out amongst the multitude of bus operators in the city. Every aspect of the bus was carefully considered, from on-board maps to seat fabric.
At bus stops, posters include ‘heads-up’ pedestrian maps, drawn to the orientation of each location, allowing people to make the decision whether to ‘walk’ or ‘ride’ to their destination. The hand-held WalkRide pedestrian map is approachable and friendly with illustrated landmarks used as engaging elements to draw the user in and aid their orientation. ‘Here’ and ‘There’ stickers were produced as a fun tool for Visitor Information Centre staff to enable them to point out destinations and routes to visitors.
