Introduction:

KTMBaru is a project that explores public transit from the perspective of branding, wayfinding, and UI/UX, using Malaysia’s transit system as its model.

KTM (Keretapi Tanah Melayu) Berhad is the oldest public rail transport operator in Malaysia, formed in 1901 as the Federated Malay States Railway (FMSR), and serves as the major transport connector between the various states in Malaysia. They operate several services, including ETS (Electric Train Service), a high-speed rail service that connects major towns and cities on the west coast of Malaysia, and KTM Komuter, a commuter rail service serving the Klang Valley and northern Malaysia. 

Challenges & insights:

1. Systemic Neglect
Malaysia’s long-standing neglect of public transit development has led to a system plagued by inefficiency and poor service quality across the board, from deteriorating physical infrastructure to underdeveloped digital platforms. Decades of car-centric policies and fragmented urban planning have sidelined investment in reliable, integrated public transportation networks. 

KTM’s poor reputation is a manifestation of this, with its legacy tarred by its perceptions of inefficiency and poor upkeep, from lack of punctuality to overall service experience, such as unclear signage to fragmented ticketing.

Insight:  KTMB must rebuild trust by emphasising consistency, clarity, and reliability through every physical and digital touchpoint.

2. Fragmented Infrastructure
Changes and the addition of new services have created disjointed user experiences, especially in wayfinding and ticketing systems. Commuters often struggle to navigate between services (ETS, Komuter, Intercity) due to inconsistent station layouts, signage, and ticketing platforms.

Insight:   Simplifying and unifying the passenger journey through a more cohesive digital and physical design can reduce friction and elevate confidence in the brand.

3. Outdated Brand Identity & Emotional Disconnect
Although KTM is a historical national icon, its brand identity no longer reflects the energy and diversity of modern Malaysia. For many, the KTM experience feels purely functional, which lacks warmth, cultural expression, and emotional resonance.

Insight: KTM’s rebrand should bridge this emotional gap by celebrating Malaysian culture through visual design, language, and storytelling. Stations can become living showcases of local art and identity, while the brand language itself conveys pride, inclusivity, and the joy of shared journeys. By reintroducing humanity and culture into its design, KTMB can move not just people, but also their hearts and minds.  

Proposal:

1. Brand Identity Revamp

• Rebrand and develop a modern, unified design language that reflects KTMB’s heritage as a Malaysian institution, whilst also firmly future-facing.
• Integrate Malaysian cultural motifs: from batik-inspired textures to themed music, and implement them in signage, interiors, and digital interfaces.

2. Enhanced Digital Ecosystem

• Redesign the ticketing experience with a revamped KTM app, pushing intuitive interfaces, real-time updates, and unified access for ETS, Komuter, and Intercity services.
  

3. Station Activation

• Reimagine key ETS stations as living cultural spaces, featuring local Malaysian batik, themed to the locality, and celebrating local art and identity.