Wanderer was a research-led campaign proposal I created during my Honours year in collaboration with a studio partnered with VicRoads. Our brief was to uncover a real-world problem using transport data and develop a human-centred response. My team noticed a hidden tension in the literature: older adults were finding it increasingly difficult — emotionally and practically — to stop driving, often at the expense of their health and safety. This led us to ask: how might we empower older Australians to embrace public transport, not just as a last resort, but as a lifestyle choice?
We discovered that ageing looks very different today. The 50–60's crowd is digitally savvy, socially active, and values connection. Our campaign, Wanderer, positioned public transport as a pathway to freedom rather than a loss of independence — encouraging older Australians to see it as a way to stay connected with their communities, not just get from A to B.
I led the design of our new marketing website — from structuring the content and designing page flows, to building out a flexible design system and defining the look and feel. Along the way, I created the illustrations, product animations, imagery, and microinteractions that bring the brand to life online. It was a true team effort, but I had the opportunity to shape almost every visual and interactive detail you see.
With a clear understanding of our audiences, I worked to define a mission and vision that felt authentic and aligned across the business. I facilitated alignment sessions, iterated with leadership, and helped land language that gave the brand—and team—a shared sense of direction.
With those foundations in place, I led the creation of a digital messaging guide to bring it all together. I wrote the personas and contributed to tone, values, and positioning, collaborating closely with teammates to make the guide practical, cohesive, and usable across teams.
It was one of those projects that stuck with me — not just for the outcome, but for the lesson that good design isn’t about convincing people to change, but about meeting them where they are and offering something that feels right for them.
