The STM went green, a shift that saw it acquire new buses, request new metro cars, reduce its energy consumption and start to use biodegradable cleaning products, among others. The STM also increased service on its metro and bus routes, making public transit an efficient and environmentally friendly way to commute. In order to attract new users, the STM would have to change its corporate image to reflect its progressive, eco-friendly positioning.

The visual language developed by us sees the STM (blue arrow) join forces with the user (yellow arrow) to create the green arrow. This joint initiative, given the name 'Society in Motion', was the starting point for getting the public on board. The new image was introduced through an advertising campaign, and gradually took over as the brand image of the STM.

Before the new corporate image and advertising campaign were unveiled, 73% of Montrealers were unaware the environment was a priority for the STM. After:-86% of Montrealers see the STM as a company that cares about the environment.-83% see public transit as a good way of doing their part for the environment.-67% believe the STM’s new image encourages them to use public transit.