Overview

The Metrolinx Diwali Train Campaign was designed to celebrate the vibrant Indian festival of lights while connecting emotionally with the South Asian community in the Greater Toronto Area. The initiative aimed to position GO Transit as a welcoming and inclusive choice for both regular Indian commuters and potential new riders.

Project Brief

The goal was to create a culturally resonant campaign that honored the spirit of Diwali, strengthened community engagement, and encouraged more people—particularly within the Indian diaspora—to choose the GO Train for their holiday travel and everyday commute.

Role

As the Art Director, I led the visual development of the campaign from concept to execution. Drawing on my own Indian heritage and understanding of the cultural nuances, I crafted a look and feel that was both authentic and visually captivating. The campaign was adapted across various formats including train wraps, station signage, digital screens, and social media, ensuring cultural relevance while aligning with Metrolinx brand standards.