Brightline Station Takeover

About

Brightline is the only privately owned and operated passenger railroad in the United States — a design-forward brand built around the idea that train travel could feel premium, modern, and effortless. Connecting Miami, Fort Lauderdale, and West Palm Beach across three architecturally striking stations, Brightline was welcoming close to one million riders annually by 2019. That kind of daily foot traffic, across a captive and affluent South Florida audience, made it a rare and high-visibility advertising canvas. Compass secured a partnership that put the brand in front of commuters, travelers, and residents across all three stations — and on the trains themselves — every single day.

Challenges

A three-station takeover meant 100+ individual outputs — each one needing to feel native to Brightline's premium environment while clearly communicating the Compass brand. The first phase focused on a full branded station takeover to establish presence and drive awareness. Once the foundation was set, we evolved the program into an ongoing advertising platform for Compass agents, giving them high-profile placements across the network. The real challenge was designing a system flexible enough to rotate agent artwork throughout the year while keeping design hours lean and quality consistently high.

Roles + Team

As Creative Director and Project Manager, I led the end-to-end development of the Brightline partnership — from the initial brand takeover concept through the buildout of a scalable, repeatable design system that sustained the program for a full year. The work required equal parts creative vision and operational thinking: building templates and workflows that let the team move fast without the campaign ever feeling templated.

Design: Carlos Salazar, Hannah Tsvayberg, Alberto Siorida