Roads & Transport Authority
Advancing Sustainable Transport
Opportunity
Global Rail 2024, held in Abu Dhabi, marked a pivotal moment for the rail industry in the region. Bringing together international stakeholders, decision-makers and innovators, the event highlighted rail’s crucial role in advancing sustainable transport and shaping future urban development. As the inaugural global rail exhibition in the Middle East, there were no established benchmarks or regional precedents for RTA to build on. This presented a rare opportunity to break free from predictable exhibition formats and reimagine how RTA could present its vision for future mobility on a global stage.
Solution
Ochre designed a bold, dynamic presence for RTA that stood apart from the conventional clean-white aesthetic typical of transport exhibitions. The stand combined contrasting materials, vibrant colours and a dynamic light installation, constantly shifting to embody RTA’s ethos of “Make, Move, Transform.” This energy set the tone for an experience focused on innovation and progress. Central to the approach was a modular design system created to present RTA’s flagship projects and initiatives with clarity and impact. Inspired by metro maps and city grids, the layout guided visitors naturally from one project to the next, while project totems delivered content in both analogue and digital formats. Each totem featured printed highlights and interactive digital elements navigated through a tactile dial, providing an intuitive and more engaging alternative to conventional touchscreens. This system offered flexibility for content updates and future reuse across other exhibitions, creating a cohesive storytelling framework adaptable to RTA’s evolving needs.
Result
RTA’s presence at Global Rail 2024 received strong recognition from international stakeholders, positioning the organisation as a forward-thinking leader in sustainable mobility. The modular design system enabled complex projects to be communicated clearly and memorably, creating a more meaningful dialogue with visitors. The dynamic light installation added a striking visual signature that left a lasting impression, elevating RTA’s visibility on the global stage and reinforcing its commitment to innovation and progress in rail transportation.
Building a modular design system for seamless storytelling
We developed a flexible, grid-inspired framework that connected visitors intuitively to RTA’s flagship projects. Combining tactile analogue controls with dynamic digital content, the system transformed complex information into an accessible, engaging experience that can scale across future exhibitions.
