Transforming Sydney’s public
transport for World Pride
Transport for NSW partnered with designers to celebrate inclusivity and diversity during Sydney’s World Pride event. I worked alongside designer Arnel Rodriguez to bring this vision to life through a vibrant and far-reaching campaign.
The objective
To create a bold, joyful, and cohesive visual identity that would transform the city’s public transport network into a moving celebration of pride—while remaining aligned with Transport for NSW’s established brand guidelines.
The solution
With just a one-day turnaround, we rapidly developed and delivered a suite of assets including social media tiles, digital banners, posters, train wraps, animated Xtracks, and digital tiles. These designs were deployed across buses, light rail, metro, and Sydney trains, unifying the campaign’s presence both online and throughout the city.
The outcome
The campaign received high visibility and positive engagement, energizing the city and fostering a strong sense of inclusion and pride across New South Wales. It stood as a vibrant show of support for the LGBTQIA+ community, successfully merging brand consistency with celebration.
Campaign design
Client
Credits*
- Department: Brand and Marketing and Creative Services
- Directors: Karen Mork, Allison Lee, Arnel Rodriguez
- Designers: Arnel Rodriguez and myself
- Illustration: Shutterstock
- Photos: DCDeaux, Torch Media, Transport for NSW and Freepik
Deliverables
- Campaign design
- Digital banners
- OOH banners
- Posters
- Train wraps
- Web banners
*If any credit or attribution has been inadvertently omitted, please contact me directly. It was not intentional, and I am committed to including all appropriate credits where possible. This website strives to respect all copyright and intellectual property rights. Should there be any errors or oversights, I will take immediate action to resolve them.
