CREATIVITY
EXPERTISE
TTC
I led the design of the Toronto Transit Commission’s system-wide New Year’s Eve 2026 campaign. I created assets that were deployed across print, vehicle interiors, digital station screens, and the intranet. The concept balanced celebration with inclusivity, connecting partygoers and night-shift workers while reinforcing TTC’s role in moving the city safely and free of charge.
Iconography
Representation
Icons reflected a broad commuter audience - not just partygoers, but shift workers, residents, and everyday riders.
Transit Integration
Drawing from the familiarity of the TTC’s colour-coded map system, I leveraged the route lines to connect icons and visually anchor the campaign within the network itself.
Cohesive Narrative
Celebratory and everyday symbols were intentionally paired to reflect the full rhythm of the city. This reinforced connectivity and a sense of belonging, with the TTC as a connective thread moving passengers safely through the night no matter the destination or reason for travel.
