Building
human
systems

Our task was to craft a visual language to win an Israeli Ministry of Transport tender for metro project management, as part of a massive public works project set to take 10+ years.

The brand’s visual language represents the three companies that partnered together for this undertaking, which requires tremendous responsibility and commitment, meeting the highest professional standards while operating in the work environment of a dense urban area.

The guiding principle was to maintain the comfort of the local population during metro construction – that is, to prioritize the human element: “Building Human Systems”, “For People, By People”

The MLEAD group won the MOT tender for building and managing the M3 metro line project for the next 10 years.