As part of an application task, I was asked to create a campaign for Transport for West Midlands focused on simplifying ticket options and promoting Swift and Swift Go. The challenge was twofold: encourage existing bus users to find better-value ticket solutions for their lifestyle, while also converting new audiences — particularly car drivers — to public transport.

I developed a set of campaign assets tailored to three distinct audiences:

• Students & Young People – fun, energetic messaging that highlighted savings and flexibility.

• Retired & Elderly – clear, reassuring communication emphasising ease of use and reliability.

• Working Professionals – modern, time-saving solutions that fit seamlessly into busy routines.

Execution included OOH posters, digital 6-sheets, social media graphics, and print handouts, each adapted to suit the target audience while maintaining a consistent visual identity. The creative approach combined accessible design with bold, audience-relevant visuals, cutting through the confusion around ticketing and positioning Swift as the smarter, more affordable choice for everyone.