The best strategies can be summed up in very few words. The strategy we devised for EMT’s ongoing branding needed just three: remove, improve, rebrand.
EMT knew it would need a long-term strategy, so when we were working on the launch, we also started looking towards the next three to five years. Beyond the urgency of launch, the next big milestone was just two months later, when the remaining rebrand needed to be complete. Our phased approach systematically covered all of the 83 stations in a realistic and achievable plan.
Planning ahead
Our presentation to the EMT board, outlining five key criteria for success, covered everything from HQ branding to core stationery and staff communications. All our recommendations were based around cost-effective branding which meant identifying the elements that could deliver the best return on investment. And of course, it was critical that all brand applications were consistent across every touchpoint.
In short, we helped roll out the new EMT brand to create maximum impact – both on day one and five years 'down the line'.
Industry or sector
Transportation
Country
UK
Challenge
Roadmap for change
Services
Rebrand programmes
Links
East Midlands Trains
Downloads
Rebrand and refresh factsheet.