Press & Posters
These posters were made created to highlight the benefits of removing Melbourne’s level crossings. I assisted my art director in the concept stage to pick the right placeholder shots, and then completed retouching and the layout design after a photoshoot. This key visual was then adapted across poster, billboard and digital specs.
I also created a press layout, reflecting what we were doing with the primary key visual. As the press ads are generally information heavy, I took care to split the elements into easily digestible snippets, using colourful icons and box systems to house each bit of information. These were set up into a template that could be adapted for a variable amount of content.
As part of their new office fitout, the Level Crossing Removal Authority needed something for their walls. This would be a mix of photography and graphical elements: reflecting the ongoing work from planning, construction, to the final new tracks and stations.
My thought process was that this needed to be strong, but not overpowering. The office is open and light-filled: heavy graphics wouldn’t be appropriate.
I creating a connecting dots pattern to tie together all walls and elements. Each crossing to be removed is represented by a closed circle, connected to each other via their railway lines. These are then cross connected to create the finished pattern, representing the connection between railway lines and their relationship between each another.
It was important for the artwork to retain as much white space as possible. With that in mind, I created a set of shapes for each level.
Level 9 is designed to have tall diagonal stripes, reminiscent of the pattern on level crossing barriers. Level 10 has angular triangles all converging to one point, directly derived from the perspective you’d see looking down a station platform when you stand behind the yellow line.
The frosted windows are set up as a cropped preview of a specific railway line, with the crossings to be removed marked.
While each level has it’s unique shape, they share treatment, elements and the connecting dot pattern. I selected colours that complement and tie in directly with the office furniture each individual wall sits next to.
I mapped the office so that each area has a specific line assigned to it. So, imagery of construction on the Frankston Line has frosted glass of the Frankston line next to it. And so on.
This pin wall is one of the first things you see when you arrive at the office. Each of the 50 crossing sites is represented by a large pin bolt, and physically linked to each other along their railway line. As each crossing is removed, each pin will be replaced with a green pin.