In partnership with the talented team at Moonsail, and award-winning Art Director Matt Nankivell, I created a bold illustrated campaign for Transperth aimed at tackling a growing issue across public transport networks worldwide: the misuse of e-scooters, bikes and skateboards on public transport infrastructure.

The Challenge

As micro-mobility continues to grow in popularity, transport operators are increasingly faced with the challenge of managing how these devices are used in and around stations and platforms. Improper use can create safety hazards, disrupt passenger flow and impact accessibility for commuters.

The challenge for Transperth was clear: communicate the rules in a way that would genuinely capture attention and drive behaviour change.

Traditional safety messaging often becomes part of the background noise. The campaign needed to cut through, engage a broad audience and deliver a simple, memorable message.

The Creative Approach

To achieve this, we developed an illustrated campaign with a bold, highly recognisable visual style that immediately stood apart from conventional transport signage.

The illustrations were designed to:

• Simplify complex behavioural messages into clear, easy-to-understand visuals.
• Appeal to a broad demographic, including younger commuters who frequently use e-scooters, bikes and skateboards.
• Introduce a sense of personality and energy while maintaining the authority of a public safety campaign.
• Create a distinctive visual language that could be adapted across multiple campaign touchpoints.

The campaign centred around a simple but important message:

Hop on and hop off at the appropriate times.

By combining strong illustration with concise messaging, the campaign made transport etiquette feel approachable, memorable and difficult to ignore.

Client

Transperth

Collaborators

Moonsail
Matt Nankivell – Art Director

Result

A bold, highly distinctive campaign that cut through the clutter of traditional transport messaging and helped communicate safer, more responsible use of micro-mobility devices across the Transperth network.