Crossrail

Brand & Tone of Voice Development

To the untrained eye, Crossrail appears to be a big, muddy hole in the ground. In fact it's one of the largest infrastucture projects in Europe. Working with Calling Brands, we've changed people’s view. Visually the brand lacked focus and clout, disappearing in a sea of construction blah. The agency created a compelling new purpose - Moving London Forward. Visual ID was developed to bring the idea to life. I developed the tone of voice and we ran a brand workshop to get the team on board. We also developed comms - these are a selection of hoardings that appear on sites across the capital. [Working with Engine Group]