ABOUT

Brief
Whilst well regarded and known for its efficient train services, HS1 (at the time) needed to re-name, position and brand itself in order to move away from the stigma surrounding the ‘HS’ name; and rail travel in the UK at the time as it evolved into a more consumer facing brand. This was the first exercise of this magnitude the client had undertaken, since the beginning of its concession; and marked a turning point in the companies intentions for years to come. 

Approach
We carried out a series of brand/naming, workshops and sessions with the marketing team, CEO and board members. For us to understand the complexities and depth of the company as well as for their staff to communicate their intentions and the problems they wanted to solve.

From this work it became clear that we needed to develop the brand in such a way that it would cut ties with its previous self and engage a wide range of audiences in order to cater to different requirements as the train line opened to new operators and became more consumer orientated.

Once a name was decided we revitalised the brands visuals giving it a modern edge and a focus 
on travel displaying emotive photography and the use of a broad impactful colour palette to communicate with the large array of audiences they faced.

After the development of the brand we continued to roll this out across a brand new website that streamlined and consolidated their previous six sites into one, as well as producing an array of internal/external brand material from stationary to billboards and even a brand launch campaign video releasing later this year utilising AI voiceover.