A new, customer-centric brand for Melbourne’s train commuters, underpinned by a complete transformation of how Metro communicates with the city.

At a time of major change across Melbourne’s rail network, I led the establishment of a new brand and communications approach for Metro Trains Melbourne, shifting the organisation from an operator-led mindset to one centred on the customer experience.

I led the development of the Metro brand and the transformation of customer communications across digital platforms, real-time service information and public-facing campaigns, building clarity, consistency and trust at scale for millions of daily commuters.

I created partnerships and campaigns to lift the likeability of the brand and improve the enjoyment of the experience. This included partnerships with AFL, Victoria Racing Club, Melbourne International Film Festival (MIFF), Herald Sun, Southern Cross Austereo and Nova Entertainment.