For the grand finale of Taylor Swift's Eras Tour in Vancouver, I had the exciting opportunity to lead the visual design and creative direction of a Swiftie-themed transit campaign, aimed at delivering a seamless and memorable experience for both locals and visitors. The project required reimagining various transit materials, including the SkyTrain Network Map, station and direction signage, print materials, and a rider guide — all infused with the essence of Taylor Swift's Eras aesthetic.
As part of the campaign's concept development, I designed key elements such as an alternate station name sign for Stadium-Chinatown Station, to be displayed on both the platform and station entrance. I also created directional signage to guide fans from the platform to BC Place and conceptualized a photo op wall, bringing together Taylor Swift-inspired iconography with a unique transit twist.
Throughout the creative process, I presented three distinct concepts:
1. Friendship Bracelet Theme: A fun and vibrant design that played off the playful tradition of bracelet swapping among Swifties during the Eras Tour.
2. Pop Art Theme: A bold, graphic concept inspired by the tour’s official poster, integrating recognizable symbols from Taylor Swift’s albums and songs.
3. Minimalist Transit & Taylor Fusion: A streamlined approach that combined Taylor Swift’s signature style and colour palette with fresh, transit-centric illustrations, ensuring universal appeal.
The main rules were to ensure we are not infringing on copyright and have something for everyone: non-Taylor fans, casual fans, Swifties, and transit enthusiasts.
The final visual direction was built around the Friendship Bracelet concept, which was chosen for its playful and inclusive appeal. This theme was then applied across all campaign materials, including social media covers, station signage, SkyTrain maps, and print collateral. The vibrant pastel pinks and purples, along with the bead motifs, provided a fun and recognizable design that resonated with both Swifties and transit users alike.
The installations were strategically placed at key transit hubs throughout Metro Vancouver, including Stadium-Chinatown Station, Waterfront Station (SeaBus terminal walkway), Burrard Station, and Main Street-Science World Station. These bright and colorful designs created an engaging, Swiftie-friendly atmosphere across the city.
Photo by Vincelen Salvaloza from TransLink
Photo by Vincelen Salvaloza from TransLink
Photo by Vincelen Salvaloza from TransLink
In addition to station signage and public installations, I also played a key role in designing the Eras Tour Rider Guide, providing essential information for fans to navigate the SkyTrain system on their way to the concert, ensuring a smooth and enjoyable experience for all.
Created using Adobe Illustrator and InDesign.