Cross London
Crossrail identity
The brief
First proposed way back in 1948, the Crossrail project to join up London’s rail network had a long and checkered history of false starts and bureaucratic foot-dragging. But with a new bill about to go before parliament, the project finally looked ready to come off the buffers. All it needed was a strong identity and communications platform. The only possible snag? We needed sign-off from three client groups, all with very different agendas. And we only had two months to get it.
The solution
The complexity of the challenge called for a mixture of creative thinking and tactical planning. By starting with a series of brand workshops involving all three clients, we made sure that the key decision-makers were involved right from the start of the process. The resulting brand identity was approved on time and in budget, giving Crossrail the strong positioning it needed to send it through parliament and into the construction phase.
