Projects
South Western Railway
London - England
Mobilising teams quickly to bring brand identity, and railway stations, to life!
A complex, multi-stranded project to manage multiple workstreams and objectives, we were appointed by FirstGroup in 2017 to fully mobilise South Western Railway (SWR) after we’d worked on their bid for the franchise in 2016. Our key objective was to put that bid plan into action for the full launch of South Western Railway in just nine months.
What we delivered
- Branding
- Content
- Customer Relationship
- Management
- Digital Marketing
- Outsourced Marketing
- SEO
- Strategy
- Website Development
Our Approach
Not only was this a brand launch with the rollout of all internal, consumer-facing, physical and digital brand collateral, but a web one too, with the management of a new website build, including the establishment of CRM and workflow. Culture and tone of voice, as per the brand, were all to be embedded and social media accounts migrated, with strategy and training provided to the social media team.
Our Approach
On the rebrand, we worked with the world-renowned Agency FourPeople to develop the brand and manage its application across the collateral of the franchise, including consumer and staff documentation, digital channels, station, and depot signage, staff uniforms, office spaces, livery, train and vehicle interiors, timetables, stationery and other collateral used by the operator.
On the website we worked with FirstGroup’s IT team on the building management of the new website, pulling content from across the organisation and working through the night to support its 3 am switch on, ensuring all CRM workflows and customer emails were established.
A successful, launch was achieved, on time, including all consumer-facing brand and digital assets, as well as the full rebrand of Waterloo Station, Wimbledon depot, and Southampton Central Station. Key statistics we’re proud of include a 40% increase in spontaneous brand awareness, improvements across 23 tracked brand attributes, and a 5-point increase in net promoter score.
