Trainline
Brand Refresh
2017
SCOPE
Brand Strategy and Positioning
Naming and Nomenclature
Visual Identity Systems
Digital Art Direction
Product and UX Strategy
Verbal Identity and Messaging
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BRIEF
Trainline is the leading online provider of rail tickets in the UK and a vital information source for millions. They tasked us with creating a brand strategy and identity to equip them for years of national and international growth. The challenge was to move the brand from a functional industry challenger to a global tech leader in the travel space.
WORK
We began by simplifying the brand’s very foundation. We dropped the “the” and the “.com” to create the confident, singular name: Trainline. We then developed the core brand positioning “Smarter Journeys,” which shifted the focus from the transaction to the experience. This strategic move provided a benchmark of clarity that helped the company transition from a challenger brand in 2015 to a successful float on the London Stock Exchange in 2019.
PLAY
The resulting identity is built for digital speed and international scale. We developed an entire brand world that feels intuitive, modern, and “Seriously Playful.” By focusing on the “Smarter Journeys” ethos, we created a visual language that works seamlessly across their primary app interface and global marketing campaigns. It is a high-craft system that has successfully supported the organisation through years of continued, rapid expansion.
Toggle
Trainline
- Brand Strategy and Positioning
- Naming and Nomenclature
- Visual Identity Systems
- Digital Art Direction
- Product and UX Strategy
- Verbal Identity and Messaging
BRIEF
Trainline is the leading online provider of rail tickets in the UK and a vital information source for millions. They tasked us with creating a brand strategy and identity to equip them for years of national and international growth. The challenge was to move the brand from a functional industry challenger to a global tech leader in the travel space.
WORK
We began by simplifying the brand’s very foundation. We dropped the “the” and the “.com” to create the confident, singular name: Trainline. We then developed the core brand positioning “Smarter Journeys,” which shifted the focus from the transaction to the experience. This strategic move provided a benchmark of clarity that helped the company transition from a challenger brand in 2015 to a successful float on the London Stock Exchange in 2019.
PLAY
The resulting identity is built for digital speed and international scale. We developed an entire brand world that feels intuitive and modern. By focusing on the “Smarter Journeys” ethos, we created a visual language that works seamlessly across their primary app interface and global marketing campaigns. It is a high-craft system that has successfully supported the organisation through years of continued, rapid expansion.