Metro Bus Services Tasmania

Scope: Print campaign design · Public communications · Newspaper · Signage

Metro Tasmania was rolling out a new smart ticketing system — the Greencard — and needed a print campaign that would clearly communicate how to use it across a broad and diverse passenger base.

The challenge was clarity: public transport communications need to work for everyone, regardless of familiarity with technology or design literacy. Studio Joel designed a print campaign that made the transition to smart ticketing feel simple and straightforward — accessible without being condescending, and consistent across newspaper, signage, and in-service materials.

Working at scale for a government-adjacent organisation requires a different discipline than brand work — precision, accessibility, and message hierarchy take priority. It's a part of the portfolio that shows range.