Metro Tunnel / Opening Day / 2025
Generating city- and state-wide excitement to launch a $15bn transport project
Overview
Metro Tunnel Opening Day marked the launch of one of Australia’s most significant infrastructure projects with a city-wide celebration across the rail network. Activations spanned five new underground stations and major stations on the Cranbourne, Pakenham and Sunbury lines, drawing large crowds and generating extensive media coverage.
My role
As Lead Senior Designer, I designed and art-directed the merchandise and signage, creating a bold visual system that painted the city blue. Collectible pins and high-visibility flags drove demand beyond supply, dominated media imagery and amplified reach, delivering strong public engagement and value for taxpayers.
70k passengers engaged
113k merch items distributed
Record 2,692 visitors to Metro Tunnel HQ in one day
70k passengers engaged 113k merch items distributed Record 2,692 visitors to Metro Tunnel HQ in one day
A commemorative “first to ride” pin badge
Simple branded flags turned trains and stations into a celebration
Everyone had fun with corflute photo props
Even triple production would not have met demand
Feeling inspired?
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![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 -
![A person walking inside a modern transportation station with glass walls. Behind the person, there are three advertisements for local transit lines and stations, including Sunbury Line, Arden Parkville State Library Town Hall Anzac stations, and Metro Tunnel connecting to City Loop.]()
Awareness Campaign
Metro Tunnel / 2025
Rebuilding public awareness ahead of the Metro Tunnel’s landmark opening phase -
![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
