Helping Network Rail and partners to deliver the Railway Upgrade Plan


Network Rail’s Rail Upgrade Plan

The Midland Main Line Upgrade

From Kings Cross St Pancras to Sheffield, the Midland Main Line …. helped the Thameslink Programme to implement the largest simultaneous set of station closures ever, managing travel demand and helping commuters and businesses to find alternatives.

The idea: Transporting the Region

An upgrade tends to be though of in quite rational ways: tracks, trains, electrification, platforms and signalling. But it can have a profound and much broader impact for the region on job creation, expansion opportunities for business and a better lifestyle through environmental benefits for line-side neighbours.

This duality gave rise to our idea and allowed for communication.


Highly localised executions across the line

We worked with media partners to create highly targeted digital executions aimed at a variety of audiences.


One central landing page

We built an interactive animated web app that was embedded in the Network Rail website, allowing our audience to explore the benefits of the upgrade.




Whilst the benefits of the Midland Main Line would only arrive in XXXX, we had an immediate job to do in Derby with a major project taking the station out of use for XX.


We utilised the same illustration style and approach as the Midland Main Line Upgrade campaign to ensure consistency, but developed a dedicated subset of colours and assets unique to Derby Resignalling.


One simple icon applied across all media

To reinforce the 'closures' message at each point of the campaign, we developed a simple icon and colour scheme that was ruthlessly applied across every element and every touchpoint.


The insistency of the language increased as the closures got nearer, from subtle prompt to direct action.


The Brighton Main Line Improvement Project

Passengers between Brighton and London have suffered years of below par service.

The idea: The Coastal Upgrade


The Brighton Main Line Improvement Project features 'Sammy the Seagull' – a CGI character who embodies the coastal theme and made the campaign highly distinctive and memorable.

Sammy is a very flexible campaign asset, driving






The Midland Main Line Upgrade

97% of passengers surveyed were aware of the infrastructure upgrade before starting their journey, with 76% satisfied with the information provided



The Thameslink Programme campaign won the Government Communication Service (GCS) campaign of the month and was a finalist at the CIM etc….

We also helped Network Rail and South West Trains with the transformation of London Waterloo.
You can see a
dedicated case study here.