Transport for NSW

A smart brand strategy for a smart technology.


Move Smarter.

Since its inception in 1975, SCATS (Sydney Coordinated Adaptive Traffic System) has been the world leader in the field of traffic management technology. Developed by Transport for NSW, SCATS is a state government success story, holding its own in the global market with products installed in over 50 countries.

In 2019, SCATS engaged Crackler to manage their first major brand and communications overhaul in over three decades. The request was for a brand refresh that acknowledged the SCATS history while simultaneously presenting them as future forward. Essentially, the new brand strategy needed to cement the SCATS reputation as both a pioneer and an innovator. Timed to coincide with the much-anticipated launch of a suite of new products and solutions, the driving force behind the rebrand project was a timeline that supported the rollout of a 5-year new initiatives roadmap.

Branding, Communications + Production.

After an in-depth consultation process that included multiple stakeholders, we were able to present a successful brand evolution and cohesive communications strategy. The new visual identity honours the SCATS legacy and places it firmly in this century. At the same time, the addition of the Move Smarter tagline guides communications and the positioning of SCATS as an authority on the future of smart city traffic technology and innovation.


Complementing the initial brand strategy was the production of a brand video and comprehensive brand guidelines along with collateral for internal and external communications. As new products go to market, Crackler continues to produce product videos, infographics and marketing materials.