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East West Rail

East West Rail is the third biggest infrastructure project in the UK, it will connect Oxford through to Cambridge and beyond. The region is known for excellence and innovation in business, science and education. It already makes a significant contribution to the national economy and brand Britain. But without continued investment, it will fall behind. The new line will connect people and communities across the region and intersect with all major lines going north-south to help the area thrive.

Supporting 1 million new homes, the brand is positioned against HS2 –  first and foremost this is about everyday journeys that make a difference to people’s lives.

So how do you develop a brand that can speak to all that, playing the vital role of engaging local communities in the right way but still working at a national level to carry strategic messages for Britain?

We were commissioned by the Department for Transport to evolve the existing brand identity concept into a system that would work across touchpoints, creating rules, adding new assets, defining art direction, putting together extensive brand guidelines. The refreshed feel is designed to appeal to a wider stakeholder mix, emphasising EWR Co’s role in helping communities to thrive and connecting people to the things that matter.

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