BC Ferries needed to shift perception from an aging transport company moving people from A to B, to a brand that connects coastal communities, visitors and ways of life. Working on the Spirit of British Columbia, then the largest vessel in the fleet, we brought “Life on the Coast” to life across high-traffic customer touchpoints.

Food and beverage offers were made clearer, more cohesive and more inviting through warm materials, environmental graphics and approachable language, while retaining distinct roles from the Coastal Café to the Pacific Buffet. The work also included a new business lounge, improved passenger information and a reimagined children’s play area inspired by the coast’s flora and fauna. Large-scale commissions by Coast Salish artist Susan Point added a meaningful sense of place throughout. I was directly responsible for implementation, working with vendors to ensure the graphics, materials and signage were produced and installed as intended. The program informed later vessel retrofits and new builds and is still used across the fleet today.