Metro Tunnel / Passport Challenge / 2026
Activating the Metro Tunnel ahead of major service change through a high-demand summer campaign
Overview
The Metro Tunnel Passport Challenge was a Summer Series activation designed to stress-test the network ahead of major service changes. Passengers collected stamps from all five new underground stations, encouraging exploration and repeat travel. Demand exceeded expectations, with 15,000 passports exhausted in the first week and more than 60,000 people moving through the network on opening weekend.
My role
I designed and developed the Summer Series visual identity and all activation collateral, including digital communications. When demand outpaced supply, I rapidly created an interim printed passport solution to maintain momentum. The activation drove exceptional merchandise demand, increased tunnel usage and delivered record visitation to Metro Tunnel HQ.
366% increase in visitors to Metro Tunnel HQ during activation
11k pin packs distributed
10.3k items of merch distributed
60k people through stations on the first weekend
21k passports distributed
Record 11.2k visitors to Metro Tunnel HQ in one week
366% increase in visitors to Metro Tunnel HQ during activation 11k pin packs distributed 10.3k items of merch distributed 60k people through stations on the first weekend 21k passports distributed Record 11.2k visitors to Metro Tunnel HQ in one week
Eyes on the prize – sought after pin badges
Patient passengers queue for the elusive stamp
Patient passengers queue for the elusive stamp
Patient passengers queue for the elusive stamp
When stock ran out, ingenuity didn’t – the public made their own passports.
The public ‘would kill’ for any Metro Tunnel pin!
Feeling inspired?
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Opening Day
Metro Tunnel / 2025
Generating city- and state-wide excitement to launch a $15bn transport project -
![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
