The making of the Shakespearean Passions Metro train design
Studying the world experience of branding metro trains.
![shakespear process 00](shakespear-process-00.jpg)
The first approach, getting a feel for the right direction. How can a train dedicated to Shakespeare’s 400th anniversary look? A theater curtain?
![shakespear process 01](shakespear-process-01.jpg)
Vandalized by street art? After all, we are after a young audience here.
![shakespear process 02](shakespear-process-02.jpg)
Dialogs of passengers-characters?
![shakespear process 03](shakespear-process-03.jpg)
Or maybe let the author speak for himself?
![shakespear process 04](shakespear-process-04.jpg)
![shakespear process 05](shakespear-process-05.jpg)
Themed cars based on play plots?
![shakespear process 06](shakespear-process-06.jpg)
Reconstruction of the Globe theater? We can use fachwerk on cars’ exterior, it would look pretty and should match their shape nicely.
![shakespear process 07](shakespear-process-07.jpg)
We can bring the theater inside as well: take the most striking quotes from Shakespeare’s plays and put them in speech bubbles near passenger’s heads. This should yield some really nice results. Poetry of chance and spots for taking a selfie with a quote. We can also use mini dialogs for nearby seats, making it look like a comic strip.
![shakespear process 08](shakespear-process-08.jpg)
One of the recommendations of the British Council was to follow the style of the global project Shakespeare Lives.
![shakespear process 09](shakespear-process-09.gif)
What if the cars had questions on the outside and passengers would need to look for answers inside? A quest train.
![shakespear process 10](shakespear-process-10.jpg)
Maybe, use this bright style to illustrate the plays? Each car is a new play, comedy alternates with drama.
![shakespear process 11](shakespear-process-11.jpg)
The interior will have a plot timeline, key moments and infographics with fun facts.
![shakespear process 12](shakespear-process-12.gif)
Some of the phrases from the plays can be encoded into graphic sound waves that can be read with a special app.
![shakespear process 13](shakespear-process-13.jpg)
Or use 3D augmented reality.
![shakespear process 14](shakespear-process-14.jpg)
Getting the layout of the train, red areas must remain untouched.
![shakespear process 14 2](shakespear-process-14-2.gif)
Another idea is to create a news website populated by news from plays. It will be a newsfeed from Venice, Verona, Scotland, Denmark. You enter the car and find out all the latest developments from the life of the characters. We can span the whole thing over six months and write news in dry official language: “A body of a young woman later identified as Ophelia was found in a river.”
Showing all the ideas to the client and discussing. The ones with graffiti and bright colorful cars are discarded immediately. Although the client admits that the result should look modern.
Overall, the client likes the idea of designing the cars based on the plays. The discussion gives birth to another idea: choose a unique theme for each car with cars for love, friendship, fate, feud, etc.
Moving on.
What if we show connections between main characters outside? We can give visual spoilers about who is in love with who, who is about to kill and who is driven by revenge.
![shakespear process 15](shakespear-process-15.gif)
Meeting with the client again. The client wants more realistic illustrations: a Shakespeare’s portrait and Pre-Raphaelite paintings should work.
![shakespear process 16](shakespear-process-16.jpg)
All in all, we have four cars, each made of two parts. And lots of plays. It would make more sense to break each car down into two halves.
![shakespear process 17](shakespear-process-17.jpg)
Or maybe better make a smooth transition from one scene into the next? The illustrator sketches locations of A Midsummer Night’s Dream and Hamlet.
![shakespear process 18](shakespear-process-18.jpg)
As well as pictures for decorating quotes inside the cars.
![shakespear process 19](shakespear-process-19.jpg)
Generating another concept where everyone is an actor. We can use gestures (postures or facial expressions) to show various feelings, take photographs, mark them with hashtags and publish to Instagram. There will be a contest for the best one with a trip to England as a prize.
Another idea: put mirrored selfie film inside cars and have Shakespeare himself encouragingly wink from near the window. All the world’s a stage.
![shakespear process 20](shakespear-process-20.jpg)
Considering other ideas for using typography to decorate cars.
Hashtags and emotions?
![shakespear process 21](shakespear-process-21.gif)
Coming up with a layout for quotes inside cars.
![shakespear process 22](shakespear-process-22.gif)
Presenting two concepts to the client.
The first one, Shakespearean Passions.
![shakespear process 23](shakespear-process-23.jpg)
The second, As You Like It.
![shakespear process 24](shakespear-process-24.jpg)
Receiving major feedback: when the train arrives to the platform, passengers can’t see that it’s about Shakespeare, we need to make it more visual. We also need more quotes as the primary aim of the program is to introduce a wide audience to Shakespeare’s heritage. They like the idea with selfie mirrors but don’t like the winking Shakespeare which looks a bit mocking.
Getting some comments:
Concept 1
1. The implementation of the emotions idea is far away from Shakespeare, it lacks a connection with his plays. Faces on the cars’ exterior don’t go in line with our common idea, Shakespeare Lives. Overall, the idea is interesting but needs better development as well as a clear connection with Shakespeare’s works.
2. Interior design is interesting but very gloomy. We don’t want to use such dark colors.
3. We don’t like the idea with multiple hashtags as they will not help raise awareness of the project and will create too many associations not connected with the project.
Concept 2
1. Overall, we like the style of the exterior illustrations, but once again we would prefer to move away from dark colors and to use a brighter and more cheerful color scheme. We also like the theater curtain illustration.
2. 2. When using each play, we need to answer the following questions:
— What exactly should people think about in connection to this play?
— How the design elements will inspire passengers to think about the main idea of the play?
— How will the passengers interact with design elements?
— How can we convey the plot/idea of the play with the help of design? For example, the Romeo and Juliet car can be divided into two parts lengthwise, each for Montague and Capulet with different quotes and symbols in each part.
3. We need to consider the choice of plays, we are not sure that Hamlet, for example, will be suitable for the Metro.
4. We don’t like the interior design, smaller elements and black-and-white patterns can become invisible in rush hour.
OK, in an effort not to lose the first concept altogether, trying to catch the required emotional hashtags in poems. It gives us more Shakespeare on the exterior.
![shakespear process 25](shakespear-process-25.jpg)
We can also connect the Shakespearean Passions slogan with emotions. Shakespeare Lives: the train moves, the emotions quickly replace one another.
Hmm, what if we use character portraits with overlaid details characteristic of Shakespeare’s era? Inside we’ll have them as well, but with quotes flavored with hashtags.
![shakespear process 26](shakespear-process-26.jpg)
Getting inspired by period clothing.
![shakespear process 26 2](shakespear-process-26-2.jpg)
Applying graphics, choosing the background.
![shakespear process 26 3](shakespear-process-26-3.jpg)
What if we make them interact? Any feelings can be expressed in a dialog.
![shakespear process 27](shakespear-process-27.jpg)
Deciding to replace hashtags with Emoji which will allow us to tie characters together. Assembling a presentation and sending to the client.
![shakespear process 29](shakespear-process-29.jpg)
Yes! After a week of consideration and internal demonstrations, the client approves the concept.
Giving the task to our Shakespeare expert to find around 80 quotes with required words.
Now we need to properly distribute work to make sure we finish on time. We need to define the number of actors for the photo shoot and estimate the time required by the illustrator to draw their costumes. Also, to come up with the location of the quotes and other information inside the cars.
The client wants the logo of the main sponsor to be featured on the exterior. Adding it to make sure it alternates with Shakespearean Passions.
![shakespear process 28](shakespear-process-28.jpg)
Initially we wanted to create a special set of Emoji.
![shakespear process 30](shakespear-process-30.jpg)
![shakespear process 31](shakespear-process-31.jpg)
But later decided to use standard pixelized ones.
Printing out mock-ups and going to the Metro to try them on.
![shakespear process 32](shakespear-process-32.jpg)
Continuing the search for the quotes’ design.
![shakespear process 33](shakespear-process-33.jpg)
![shakespear process 34](shakespear-process-34.jpg)
Deciding to go with large white bars supported by smaller black ones.
![shakespear process 35](shakespear-process-35.jpg)
![shakespear process 36](shakespear-process-36.jpg)
The Shakespeare expert sends in two biographies of the playwright, one of his life, the other of his works. We instantly get the idea to put them side by side.
![shakespear process 37](shakespear-process-37.jpg)
Considering the appearance of the wall near the car bellows.
![shakespear process 38](shakespear-process-38.jpg)
The illustrator sends sketches with Shakespeare in full height.
![shakespear process 39](shakespear-process-39.jpg)
Sure, he was dressed better on the first sketch, but we’ve got enough going on so that’s OK. The client chooses the drawing with the cat.
![shakespear process 40](shakespear-process-40.jpg)
Asking the illustrator to also draw a theater curtain in the background.
![shakespear process 41](shakespear-process-41.jpg)
The client really liked the flipped Metro logo. Finding a suitable face to add to it.
![shakespear process 42](shakespear-process-42.jpg)
Inviting a&nsbp;stylist and starting a photo shoot.
![shakespear process 42 3](shakespear-process-42-3.jpg)
![shakespear process 42 4](shakespear-process-42-4.jpg)
The illustrator starts drawing graphics for the photos.
![shakespear process 42 2](shakespear-process-42-2.jpg)
Trying the photos on cars. Coming to a conclusion that we have enough unique characters for half the train. The other half will have the same characters but in a different order.
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Toning down the Japanese stickerbombing inside, it’s way too bright.
![shakespear process 44](shakespear-process-44.jpg)
Deciding to visually divide the top and the bottom. Later, this decision will make application of the film much easier.
![shakespear process 45](shakespear-process-45.jpg)
![shakespear process 46](shakespear-process-46.jpg)
Fragment of the exterior.
![shakespear process 47](shakespear-process-47.jpg)
All together:
![shakespear process 48](shakespear-process-48.jpg)
Most of the characters are ready.
![shakespear process 49](shakespear-process-49.jpg)
We want some strong emotion for the head car. Let’s put a pin in it for now.
![shakespear process 50](shakespear-process-50.jpg)
Generating ideas for the posters.
![shakespear process 51](shakespear-process-51.jpg)
The series can be broken down by emotions!
![shakespear process 52](shakespear-process-52.jpg)
Noticing a mistake: it’s the anniversary of his death, not birth.
Changing the slogan to Shakespeare Lives, but now we need to make changes in all the texts in the cars as it’s not a happy celebration anymore.
![shakespear process 53](shakespear-process-53.jpg)
Also, the client asks to add the name of the Metro line where the train will operate, make the website address larger and add information about the project. Also to calm down and simplify the design by cutting down on Emoji and pixelization.
OK.
![shakespear process 54](shakespear-process-54.jpg)
Coming up with ideas for ticket appearance.
![shakespear process 55](shakespear-process-55.jpg)
Clarifying requirements. Continuing the search.
![shakespear process 56](shakespear-process-56.jpg)
Emotions out of control.
![shakespear process 57](shakespear-process-57.jpg)
The client asks to ensure ethnic diversity.
![shakespear process 57 2](shakespear-process-57-2.jpg)
![shakespear process 57 3](shakespear-process-57-3.jpg)
Final retouching. Before and after.
![shakespear process 57 4](shakespear-process-57-4.jpg)
The Shakespeare expert sends in the quotes. Decorating.
![shakespear process 58](shakespear-process-58.jpg)
![shakespear process 59](shakespear-process-59.jpg)
Adding a call to action. Choosing the spot above the doors.
![shakespear process 60](shakespear-process-60.jpg)
Working on the doors. Selecting well-known short quotes that can be broken down into two pieces.
![shakespear process 61](shakespear-process-61.jpg)
At some point deciding to replace the typeface with a studio one. The art director chooses Ekibastuz (left).
![shakespear process 61 2](shakespear-process-61-2.jpg)
The client asks to add facts about Shakespeare to the car interior. Searching for a spot and placing the facts all over the car.
![shakespear process 62](shakespear-process-62.jpg)
![shakespear process 63](shakespear-process-63.jpg)
Going to the depot again, verifying dimensions, trying out the printouts.
![shakespear process 64](shakespear-process-64.jpg)
Finding temperature sensors that weren’t marked as forbidden zones on the layout. Making changes.
![shakespear process 65](shakespear-process-65.jpg)
Also revealing mismatches between the interior and exterior layouts and the width of bellows. Making adjustments.
![shakespear process 66](shakespear-process-66.gif)
The client asks to add the English name of the play in captions for quotes. Doing so.
![shakespear process 67](shakespear-process-67.jpg)
Fixing bugs.
![shakespear process 68](shakespear-process-68.jpg)
Hooray, the head car gets approved!
![shakespear process 69](shakespear-process-69.jpg)
Checking all the layouts, replacing some of the Emoji.
![shakespear process 70](shakespear-process-70.jpg)
Printing out and going to the depot again. Looking for mismatches. Trying the mirror film together with subcontractors and choosing the type of the primary film for the interior.
![shakespear process 71](shakespear-process-71.jpg)
Studying color proofs, making last-minute changes, preparing the layouts for printing, assembling a preview.
![shakespear process 72 2](shakespear-process-72-2.jpg)
![shakespear process 72](shakespear-process-72.jpg)
Typesetting the guide and wiping off sweat. No better reward than a great joy.