Start, which stands for Seamless Travel across the Atlantic Area regions using Sustainable Transport, is a €7.5m project being led by the Merseytravel Passenger Transport Executive.
It covers transport providers in Portugal, France and Spain, as well as the UK. The project's primary aim is the development of a transnational communication tool kit which can be applied by transport authorities and providers to encourage people travelling across Europe to use interregional transport services.
Identica will develop brand architectures, strategies and a series of communication tools and techniques to allow EU residents in the participating countries to access transport information and services in an effective and easy to understand manner.
The design agency will also work with the Start team to promote a new consumer facing brand symbol, the 'Integra Mark'.
In addition, Identica will be leading the design phase of a new European-wide consumer website that will provide travellers with information about how to get to, and around, their chosen destinations using public transport.
The site, which is still in the early stages of development, will use a combination of information from partner transport organizations across the EU. It is due to launch in mid-2010.
Richard Morris, managing director of Identica, said: "We know there was an enormous amount of competition to win this tender and so we're thrilled that we have been selected to promote the Start initiative and the Integra mark.
"The improvement in take up of public transport options when travelling across the European Union is an important factor in improving sustainability across the member states and we're proud to be asked to help this great aim move forward."
The campaign is scheduled to run until the end of 2011, with first work appearing in early 2010.
Neil Scales, chief executive and director general of Merseytravel, said: "This is a key European project and we're pleased that Identica are on board to support the promotion of Start.
"This is all about encouraging more people to choose public transport options when travelling in Europe — a move that will ultimately benefit us all."
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