Creating a brand identity for public sector programmes
Sharing a holistic vision with a new exciting identity for sustainable transport in PCMC
City
Pimpri Chinchwad, Maharashtra
Service
Identity & Brand Design
Year
2025
Collaborators
Pimpri Chinchwad Municipal Corporation
Role
Lead - Strategy, Design and Execution
Credit
I share the credits for this work with my super awesome team at ITDP India. I do not take ownership of this work.
Cities often have great projects happening across departments - but they don’t always come together as one clear story for people. In Pimpri Chinchwad, we worked with the city to bring all its sustainable mobility efforts under one simple, shared identity: Sustrans PCMC.
It helped everyone see the bigger picture, understand the city’s goals, and feel part of the journey.
A glimpse into the look and feel of the identity created for Sustrans PCMC | Credits: ITDP India
Use of the identity for posters, graphics and more | Credits: ITDP India
"Brands are the cultural expression of a community - it should inspire people to act in accordance to the ethos of their culture"
When a vision is clearly and creatively expressed, it inspires ownership and pride in the people it serves.
In Pimpri Chinchwad, the city was making real progress on sustainable mobility - building better footpaths and cycle tracks, managing parking, and improving air quality. But these efforts, led by different departments, felt scattered. For citizens and even officials, the bigger picture wasn’t clear.
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To bring clarity and coherence, the city launched a unified identity: Sustrans PCMC. The idea was simple - connect all sustainable mobility work under one recognisable, people-friendly brand that could build trust and tell a clear story.
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From visuals and videos to citizen newsletters and a dedicated city website page, this became one of the first cohesive communication strategies of its kind in the Indian public sector.
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The Sustrans PCMC logo was designed to reflect this vision. Clean, grounded, and efficient - it brings together elements of walking, cycling, public transport, and clean air into one balanced form. It’s not just a symbol, but a reflection of what the city is working toward: a seamless, people-first urban experience. Through Sustrans PCMC, Pimpri Chinchwad made its vision visible - and invited its citizens to be part of the journey.
