Poems in Passage is a public arts program bringing poetry by emerging Toronto poets to over a million TTC riders daily. To stand out while staying true to the system, we reimagined TTC textures and type in a bold, emotional way. A map-inspired logo and tiled patterns nod to iconic stations, creating moments of recognition and connection. We built a full brand system and 72 unique posters, seen across 75% of Toronto’s subways and streetcars. Designed with Marta Ryczko
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