Re developed a brand system using different line widths to visualise real human connections intersecting at each stage of their journeys, brought together in a connected grid.
In-passing trains were represented in the logo, from both East and West directions, building on the central idea of meaningful connections. Celebrating the individuality of each community, our colour palette was taken from each county on the route, not forgetting the towns and villages in-between the big cities at both ends of the rail line.
This came together digitally on the East West Rail website, as the connected lines appear in motion on different hover states, highlighting more options for users. Understanding the East West Rail audience, meant carrying through the simplicity, human and understandable side of the brand to the website