{"id":4828,"date":"2026-05-29T13:15:10","date_gmt":"2026-05-29T12:15:10","guid":{"rendered":"https:\/\/www.schoolofdesignleeds.com\/ds26\/?p=4828"},"modified":"2026-05-29T13:15:10","modified_gmt":"2026-05-29T12:15:10","slug":"ella-godfrey","status":"publish","type":"post","link":"https:\/\/www.schoolofdesignleeds.com\/ds26\/ella-godfrey\/","title":{"rendered":"Ella Godfrey"},"content":{"rendered":"
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Degree Show 2026<\/h4>\n
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Ella Godfrey<\/h1>\n

BA Graphic and Communication Design<\/h3>\n

I\u2019m Ella, a final-year Graphic and Communication Design student with particular interests in branding, advertising, and print design. My study year abroad in Australia deepened my interest in global design and how cities communicate identity through branding and navigation, which shaped the direction of my project exploring how Sydney\u2019s transport infrastructure can better promote its cultural and creative scene to visitors.<\/p>\n

handshake<\/span>Connect with <\/span><\/a><\/div>\n

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OpalPlus is a conceptual, systems-led extension of Sydney\u2019s public transport network that builds on the existing Opal Card to integrate cultural access into everyday movement through the city. It addresses the fragmentation between transport and culture often experienced by visitors navigating unfamiliar places. By reducing cognitive barriers and supporting tourist confidence and discovery, OpalPlus reframes cultural and creative participation as a natural part of daily exploration.<\/p>\n<\/div>\n

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The system is experienced progressively, with communication distributed across key physical and digital touchpoints. Tourist journey mapping identified moments of high cognitive load, ensuring outputs stayed functional. From in\u2011flight signage to welcome packs and arrivals messaging, visitors encounter OpalPlus immediately, with repeated, context\u2011specific exposure reinforcing recognition as they move from the airport into the city.<\/p>\n<\/div>\n

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At later stages, OpalPlus supports participation through its card, printed guides, and digital interface. These components let users seamlessly learn about, book, and access cultural experiences, with the optional ‘Tap to Share’ feature enabling simple contact exchange. The layered structure encourages both planned and spontaneous engagement, remaining highly accessible for first\u2011time visitors. AI\u2011assisted image generation created realistic contextual and usage mock\u2011ups.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n