EMT faced the huge challenge of transforming the branding on many of its stations from the old franchisee’s to their own. Because the rail industry is highly regulated, there were many rules that had to be followed – one of which was that no third party had a right to access the stations prior to the launch of the new franchise.
Any work Integrity or the other agencies carried out had to be done with specific permission – and very discreetly. This also meant that all the old branding had to be removed and the new branding installed overnight – just hours before the new franchise was launched.
Understanding comes first
The first step was to understand the different formats of stations and the hundreds of varying types of branded communications. We carried out a detailed audit of sites, covering 5 different formats and drew up a plan of the elements we would need to tackle on the day.
The existing stations had become swamped with communications over the years, so we prioritised certain customer ‘touchpoints’ to make sure the brand had maximum impact – for minimum cost.
The logistics of arranging delivery of several hundred pieces of branded kit and communications to stations – from London to Lincoln – was a major task in its own right. We had several teams each handling three stations and physically removing and replacing materials on site. And of course, the whole operation ran to a detailed method statement. It even outlined arrival times for vans at the different stations – to comply with health and safety regulations and fit in with station staff.
Taking the lead
Integrity took the lead on this project, not only advising EMT on the scope of brand applications they needed to implement but also bringing together all the different businesses needed to deliver such a complex project – from sign manufacturers to logistics companies. We liaised extensively with other stakeholders including Network Rail, train owners and local community. In fact, it was our ability to work with all interested parties that enabled the successful delivery of this project – alongside our hands-on, flexible and pragmatic approach.
Industry or sector
Transportation
Country
UK
Challenge
Rapid asset transformation
Services
Rebrand programmes
Links
East Midlands Trains
Downloads
Rebrand and refresh factsheet.