SELECTED WORKS
KTMBaru
School: NAFA
Domain: Branding, UI/UX
Files:
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 Malaysia's oldest public rail transport operator, formed in 1901 as the Federated Malay States Railway (FMSR), and serves as a major transport connector between Malaysia's states. 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.
KTM (Keretapi Tanah Melayu) Berhad is Malaysia's oldest public rail transport operator, formed in 1901 as the Federated Malay States Railway (FMSR), and serves as a major transport connector between Malaysia's states. 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 perceptions of inefficiency and poor upkeep, from lack of punctuality to overall service experience, such as unclear signage and fragmented ticketing.
Insight: KTMB must rebuild trust by emphasising consistency, clarity, and reliability through every physical and digital touchpoint.
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 perceptions of inefficiency and poor upkeep, from lack of punctuality to overall service experience, such as unclear signage and fragmented ticketing.
Insight: KTMB must rebuild trust by emphasising consistency, clarity, and reliability through every physical and digital touchpoint.
2. Fragmented Infrastructure
Changes and 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.
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.
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.
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. Rebranding KTMB with a new identity
KTMB's visual identity is currently fragmented across its services, with ETS, Komuter, and Intercity each carrying different liveries, signage styles, and tones of voice. The rebrand would consolidate these under a single master brand, with each service as a clearly related sub-brand.
The new brand would have a common identity system with one typeface family, colour palette, and iconography, with each service distinguished by an accent colour rather than a separate identity. This new brand guideline would be a comprehensive manual covering livery, uniforms, station signage, print, and digital, to keep contractors and internal teams consistent.
As an institution that prides itself on being Malaysian and has served its purpose in connecting people throughout Peninsular Malaysia, the rebranding also takes cues from Malaysian culture, such as batik and Bunga Raya (Chinese hibiscus) and incorporates them together to create a truly Malaysian aesthetic that its users can identify with.
1. Rebranding KTMB with a new identity
KTMB's visual identity is currently fragmented across its services, with ETS, Komuter, and Intercity each carrying different liveries, signage styles, and tones of voice. The rebrand would consolidate these under a single master brand, with each service as a clearly related sub-brand.
The new brand would have a common identity system with one typeface family, colour palette, and iconography, with each service distinguished by an accent colour rather than a separate identity. This new brand guideline would be a comprehensive manual covering livery, uniforms, station signage, print, and digital, to keep contractors and internal teams consistent.
As an institution that prides itself on being Malaysian and has served its purpose in connecting people throughout Peninsular Malaysia, the rebranding also takes cues from Malaysian culture, such as batik and Bunga Raya (Chinese hibiscus) and incorporates them together to create a truly Malaysian aesthetic that its users can identify with.
2.
A revamped KTM app and ticketing experience
A new, revamped KTMB app would be introduced that shall be the single front door to every KTMB service, replacing the current need to navigate separate booking flows.
Unified access: one account, one wallet, and one journey planner would cover ETS, Komuter, and Intercity, including mixed journeys booked in a single transaction.
Intuitive interface: a simplified booking flow of search, select, and pay would include visual seat maps, saved passengers, and one-tap rebooking of frequent routes.
Real-time updates: live train positions, platform numbers, and delay notifications would be pushed to the passenger, with automatic rebooking or refund options when disruption occurs.
Brand consistency: the app would carry the same colours, motifs, and sonic cues as the stations and trains, so the digital and physical experiences feel like one product.
A new, revamped KTMB app would be introduced that shall be the single front door to every KTMB service, replacing the current need to navigate separate booking flows.
Unified access: one account, one wallet, and one journey planner would cover ETS, Komuter, and Intercity, including mixed journeys booked in a single transaction.
Intuitive interface: a simplified booking flow of search, select, and pay would include visual seat maps, saved passengers, and one-tap rebooking of frequent routes.
Real-time updates: live train positions, platform numbers, and delay notifications would be pushed to the passenger, with automatic rebooking or refund options when disruption occurs.
Brand consistency: the app would carry the same colours, motifs, and sonic cues as the stations and trains, so the digital and physical experiences feel like one product.
3. Station announcement audio revamp
A revamped station announcement system would also be incorporated to provide a more Malaysian experience and personality within its stations, inspired by the melodies of traditional Malay Zapin Dances and music created by one of Malaysia and Singapore’s most talented personalities of the golden age of Malay Cinema: Tan Sri P. Ramlee.
A revamped station announcement system would also be incorporated to provide a more Malaysian experience and personality within its stations, inspired by the melodies of traditional Malay Zapin Dances and music created by one of Malaysia and Singapore’s most talented personalities of the golden age of Malay Cinema: Tan Sri P. Ramlee.
2. Train arrival:
3a. Train doors opening:
3b. Train doors closing:
4. Train departure: