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Southeastern Highspeed
Southeastern Highspeed is Britain’s newest and fastest rail service, reaching speeds of 140mph, it has cut journey times from Ashford to London in half.
Aiming to make the South East and London more accessible to businesses, commuters and visitors from both the UK and Europe, it will also be a key transport link for the 2012 Olympic Games.Having already created the Southeastern brand and developed the successful high speed bid submission with SNCF, Keolis and Govia, our task was to create a progressive new brand, which was fit for the country’s premier rail service, yet could seamlessly integrate with the existing commuter rail network.
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A revolution in rail travel
We explored several strategic and creative options before agreeing on an endorsement brand approach from which Southeastern Highspeed was born.
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Form and function
Although the brandmark was designed with the modern, elegant form of the new train in mind, it was essential that the identity also worked across all print and digital applications.
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An evolutionary brand
We remixed the Southeastern brand elements, to create a more refined identity that retained strong visual synergy with its sister brand, yet conveyed the progressive and premium nature of the offer.
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Moving forward
We created and implemented a clean, contemporary and dynamic livery, which reflected the streamlined movement of the class 395 trains.
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Travelling in comfort
Brand new trains meant brand new interiors; we developed a new type of seat (constantly checking the comfort), and designed the fabrics, carpets and the carriage finishes.
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A signage family
Wayfinding across the network helped build the brand on platforms, especially in stations owned by other train operators.
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Selling the benefits
We created a modern suite of communications for sales messages and important customer information, using the brand elements in a consistent and engaging way.
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Britain’s fastest
As one of the key transport routes for London 2012 Olympics, Britain’s fastest train partnered with some of Britain’s fastest athletes.
