Metro Tunnel / Awareness Campaign / 2025
Rebuilding public awareness ahead of the Metro Tunnel’s landmark opening phase
Overview
Ahead of the Metro Tunnel opening, a multi-channel awareness campaign was delivered to re-engage the public and signal the project’s readiness. Rolled out over 16 weeks, the campaign focused on the Sunbury, Cranbourne and Pakenham corridors, using station environments, hoardings, social media and digital channels to rebuild awareness at scale.
My role
I led a cross-functional team to design and deliver more than 200 artworks across 19 stations. The campaign refreshed public understanding of the project and achieved an estimated reach of over 4 million views ahead of opening.
Estimated 4 million views
222 bespoke signage assets at 19 different stations
Estimated 4 million views 222 bespoke signage assets at 19 different stations
Heroing blue to maximise brand recognition
Targeted messaging tailored to line-specific commuters
Oversized typography ensured readability for passing vehicles
Feeling inspired?
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Opening Day
Metro Tunnel / 2025
Generating city- and state-wide excitement to launch a $15bn transport project -
![A person in a blue shirt is placing a transit pass into a blue ticket machine at a station.]()
Passport Challenge
Metro Tunnel / 2026
Activating the Metro Tunnel ahead of major service change through a high-demand summer campaign -
![Three smartphones displaying different parts of a mobile app for a summer series scavenger hunt and collectibles. The screens show bright colors, icons, and instructions for finding collectibles near metro stations and tracking progress.]()
Scavenger Hunt
Metro Tunnel / 2025
Driving exploration and connection through a game-based, city-wide transport challenge -
![Colorful map of Seattle with stylized circular sections depicting streets and neighborhoods, including landmarks such as Parkville Station, Alder Station, Town Hall Station, and State Library Station, against a colorful, graphic background.]()
Lunar New Year Festival
Metro Tunnel / 2025
Helping communities learn about the project through culturally led design -
![A modern blue and white train with a digital display reading 'Airport' on the front, traveling on railway tracks during sunset with a background of trees and a partly cloudy sky.]()
Branding & Identity
Melbourne Airport Rail / 2019
Defining the identity of a project Melbourne has waited decades for -
![Two young boys crawling on a museum floor with colorful lines, playing with train toy sets, with other visitors and informational displays on the walls in the background.]()
Brand & Experiential
Metro Tunnel HQ / 2018
Bringing Victoria’s largest transport project to life for the public -
![Interactive exhibit with a circular, circuit board-like display inside a modern building with glass walls and wooden flooring.]()
Melbourne Museum Activation
Metro Tunnel / 2021
Illustrating big infrastructure to inspire curious little learners -
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Season Review
Premier League / 2012
Visualising the drama of a landmark Premier League season -
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Annual Report
WPP / 2012
Translating global strategy into a bold, culturally inspired annual report -
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110 Queen Street
BAM Construction / 2010
Capturing Glasgow’s character through a place-led property identity
