London’s Living

concepting \ advertising \ copywriting \ campaign

This project proposed a bold, hypothetical sub-brand of Transport for London (TfL) aimed at transforming the daily commute into a more uplifting, health-conscious experience - particularly for disadvantaged communities in the city. The strategy combined branded campaign thinking with OOH (Out-of-Home) interventions, reimagining the transport network as a catalyst for well-being.

Key touchpoints included turning underground station signage green, transforming select stops into pop-up plant shops, and introducing a new “Living Line” fabric for tube seats - featuring botanical textures and patterns to bring the outdoors inside. These visual and tactile changes were designed to create brief, repeated encounters with nature throughout a commuter's day.

In parallel, the TfL app was redesigned with improved UI and UX features to promote nearby green spaces, walking routes, and moments of pause. The ultimate goal: introduce just ten minutes of greenery daily, helping to improve mental health, boost mood, and contribute to longer, healthier lives for all Londoners.

Mobile app login screen with a dark background, a yellow circle, and a green abstract logo over the circle. There are 'Sign in' and 'Create an account' options, with a menu icon at the bottom.
Mobile app screen showing options to add a contactless or Oyster travel card for London transit. The background is dark gray with three illustrated cards, and the screen has the heading 'Add a card'.
Mobile app screen with a green background, a tree icon with a yellow circle behind it, and the text 'Find your nearest green space. Explore the green spaces around you, wherever you are. Discover London's Living. Read more'.
Transit app showing train options from Mill Hill East to Walthamstow Central Station, including walking time and alternatives. The main option is a 48-minute train leaving within 3 minutes, with other options involving buses and walking.
Poster featuring a green, leafy London underground tube logo with words promoting eco-friendly activities and lifestyle. Next to a subway map at Russell Square station.
Inside a public transit vehicle, with patterned black and green fabric seats and a window showing a seated woman holding a coffee cup.
Advertisement inside a train showing a green leafy tree with the text 'Our network is growing' and a promotional section for flights to Heathrow Airport from London.
London bus stop with people waiting, modern glass building in the background, and greenery on the bus shelter
Transportation card for London with green and white design, labeled 'London's Living' and a white London transport logo at the bottom right.
A sign for Acton Town station in London, displaying the station's logo and name.

Concept to Creation

A collection of logo design options for "London's Living by TfL," with different font styles, sizes, and colors including black, green, and white, along with annotations explaining design choices and process.
Page from a photography and poster development project outlining the process of creating posters with three different layout themes featuring images of trees, parks, flowers, and cityscapes, including sketches, edited drafts, and final designs.
Sequence showing the design process for seat fabric pattern, including initial crest and emblem sketches, digital pattern mockups with floral, geometric, and vine motifs, and a photo of bus seats covered with the finished green vine pattern fabric.