In this session, Initials agency and Grand Central Rail shared how they seized a rare opportunity to rebrand the train operator following post-COVID shifts in travel. As an open-access provider connecting underserved towns to London, Grand Central needed a refreshed identity that reflected its unique role.
The new brand platform—“connecting communities”—moved beyond typical transport messaging, focusing instead on meaningful journeys and real experiences. Campaigns like A Hundred Ways to Summer encouraged exploration of both London’s hidden gems and overlooked northern cities like Halifax and Bradford.
With new trains coming and a license secured through 2038, consistency across touchpoints became key—from onboard offerings to a bold new visual identity rooted in storytelling and real people. By breaking category norms, Grand Central now stands out with a brand that's agile, authentic, and grounded in purpose.
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