What do you see?The morning commute, or an opportunity to put people at ease?

Dubai Tram

At a glance
  • One of the region’s most high profile transport projects
  • Wayfinding strategy and sign design in English and Arabic
  • 11 tram stations and depot
  • Inaugurated by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum
  • 1 million passengers in the first 100 days
The opportunity

Help people navigate the network with ease and delight

The Dubai Tram system was designed to be an integral part of the Dubai transport network, linking the Dubai Metro and the Palm Monorail. Important to the social and economic future of the locations it connects, this AED3.18bn project was one of the region’s most high-profile transportation projects.

Commissioned by the Roads and Transport Authority (RTA), we were asked to create a consistent wayfinding experience, in tune with the messaging and branding of the connecting Dubai Metro. Working in close collaboration with the main contractor Besix, we created the wayfinding strategy and sign design across all 11 tram stations and the depot.

The result

1 million passengers in the first 100 days

Opened to the public in late 2014 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, passenger numbers have been higher than expected, with numbers still climbing.

The network has connected out of reach neighbourhoods and eased congestion on the roads. In time, it is expected to boost tourism and the local economy.

Our approach

Ironed out complexities and delivered ahead of schedule

Interpreting the existing Metro guidelines to work for the tram system, we created a consistent wayfinding experience. We designed and engineered all signs types for the sign family, line maps and advised how the complex Metro interchanges could be communicated clearly without causing confusion to passengers.

We studied the footfall for each station to inform our strategy, and included a 400m radius for each station to make sure signage was pedestrian orientated.

A highly collaborative project, we held workshops with the client and project team to smooth out complexities, agree solutions and hit the delivery deadline brought forward by over a month.

Dubai tram route map Dubai tram external signage Dubai tram internal signage

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