Project Overview
Creating a new brand strategy and identity for the Trainline.
(Developed by Anomaly London)
The Challenge
Trainline is a highly successful business operating in the advanced train ticket business. Users on average can save 43% by booking their train tickets in advance.
Following the acquisition by KKR in January 2015, the brand wanted to refresh its identity and more clearly define it’s brand strategy and proposition. The new CEO Clare Gilmartin had a very clear vision which coalessed around a “friction free, agile and mobile” proposition.
Working as a brand strategy consultant with the team, we helped in the development of the brand strategy, bringing in Studio Blackburn to lead on the development of the new identity; and partnering with AAR to work with Anomaly London on the subsequent TV launch campaign.
The Solution
A brand new identity, in conjunction with Studio Blackburn, was developed. The design introduced a brand new look and feel, from a fresh mint logo, to a stylised unique “t” which created intrigue and standout in the App store. Importantly, the brand dropped “the” and “dot.com” from it’s identity, bringing it very much into the mobile business environment.
A brand strategy, “Smarter Journeys” was developed; this delivered on the brand truth, of knowing customers journeys so well, that the Trainline brand could help save time, money and hassle for travellers.
The results of the brand development work can been viewed here:
Welcome to the new Trainline
A new advertising campaign “I AM TRAIN” was developed working with Anomaly London and Rattling Stick.
The Results
The new brand and campaign launched in September 2015 and results were very positive with the brand outperforming all internal metrics.
The detailed results are confidential to the Trainline business.
