With zones, capping, peak, off peak, PAYG and travel cards – payment on London’s transport network is complex. The launch of contactless payments brought with it more choice but also more complexity. We needed to simplify the information whilst making it simple and impactful, so we created a bold illustrative world, where the image told the story. It is seen to be colourful, eye catching, engaging, concise, clear and simple. Following the campaign, 20,000 contactless journeys are made on the London Underground everyday.