METRO MISSION
Public transport in Auckland is commonly perceived in a negative light, with a large majority of disruptions being caused by large groups of schooling commuters.
In this project I explored what influences public ettiqute in Auckland and how to bring a game identity to life.
Roles
Graphic Design
User Experience
Game Art
2025
Client
Academic
Group Project
Live Client
SOLUTION
Promote positive etiquette through a fun interactive mobile choice game that blends storytelling with gamification to reward respectful travel.
RESEARCH
Our initial research centered around disruptful public behaviour in relation transport, which found that most disruptive groups included teenagers aged 15–20 and second being children under 15.
To understand better the cuases and frustrations associated with poor public transport experiences we conducted a survey sent to various auckland commuters.
People do not speak up when they witness disruptive behaviour
Our research identified a gap in public transport etiquette across Aotearoa. Unlike many Asian countries, where etiquette is actively promoted, socially reinforced, and often integrated into public education, New Zealand lacks a strong culture of expected behaviour on public transport. This led us to investigate a range of international case studies that addressed similar challenges. We found that the most successful campaigns encouraged behavioural change through positive reinforcement, social belonging, and emotional rewards rather than fear-based messaging or punishment. These insights informed our solution, which takes a positive approach by highlighting and rewarding desirable behaviours, providing both immediate gratification and long-term incentives.
Although the project originally targeted teenagers, research indicated that younger children would be more responsive to positive behavioural reinforcement. Since behavioural habits are often easier to shape at an earlier age, the solution was refocused to create a greater long-term impact through engaging and educational gameplay.
CONCEPT & DEVELOPMENT
Disruptions are frequent enough that they impact overall comfort on public transport
75% of people believed there should be more education on public transport etiquette.
OUTCOME
Tailored to a younger audience, Metro Mission uses a friendly and approachable tone that makes learning both accessible and enjoyable. The game’s identity is fun, vibrant, and contemporary, featuring memorable character designs and immersive gameplay. Designed to create an engaging learning environment while helping pass the time during commutes, the visual system establishes its own distinct personality while remaining cohesive with the Auckland Transport brand
The game features choice-based scenarios that reward players with points and in game cosmetics for demonstrating positive public transport etiquette. By encouraging experimentation and learning through trial and error, players develop a better understanding of appropriate behaviours in an engaging and interactive way.
I created various background arts, each inspired by real stations, stops and scenery seen on your Auckland Transport journey. This choice of creating familiar settings was to tie the messages learnt from the game back to the childrens real commute to insure learnings wern’t put away with the phone but taken into the real world.
Alongside the level backgrounds, I created a set of unlockable level icons that visually identify each stage of the game. Inspired by Auckland Transport’s bus, train, and ferry designs, these icons further connect the in game experience to real world transport systems, reinforcing the educational messages through familiar visual cues.
MARTIN MINCE
CHIPPY CHARLIE
SEEDY SAMMY
The Metro Force Heroes were the core playable characters, designed as symbols of respectful behaviour and helping to humanise the experience, encouraging players to better understand and empathise with the scenarios they encounter. Each design took inspo from New Zealand culture, with a focus on creating tendy, lovable, cheeky characters that Kiwi kids could easily recognise.
Alongside the hero characters, the game introduces a range of “Scenario Characters” that present players with unique transport related challenges. Also designed around familiar elements of New Zealand culture, each character embodies a disruptive behaviour or situation, such as the crying Pouri Possum or the grumpy Edward Eggton. These encounters encourage players to apply positive etiquette and make thoughtful decisions throughout the game.
Additionally there are special characters such as Wandering Wan a special unlockable character for the Metro Mission luanch campaign and “AT Bot” who acts as the narrator and game ambassabdor.
MADE BY TEAM IMPACT
KIARA KIWI
Auckland Transport was overly ecstatic with our creative outcome and the approach we took. We were so happy to find that a couple weeks later we were given the oppurtunity to present our project at the head office infront of various Marketing Managers, Financial Mangager, Social Media Manager and Creative Directors.
NEXT PROJECT