London Midland

Days out by railway campaign

In September 2015 London Midland were ready to launch a brand new campaign, and I was approached initially just to fix some posters that weren’t working for the client. But I perceived quite significant problems I didn’t think could just be quickly solved, since they were trying to convey three messages at once with neither a hierarchy of information, nor an engaging, memorable idea. So I was offered a conceptual role, and within a month I had to rise to the challenge and produce a brand new concept to pitch to them. Fortunately the big cheeses invested their millions in my idea.

The three words, Your Social Network, root the campaign in the destinations with truth at the centre of the messages; the reason people want to travel is to see friends & family. Since there had to be three destinations and prices on most of the materials, the three simple words of the headline would convey the main idea as efficiently as possible, and let the images do the rest of the talking. It’s not groundbreaking, but it solved the problem, and I turned it around in record time based on little experience of doing this before.

I was working for a small agency, and so I also subsequently headed up a rebranding of their external communications and updated their brand guidelines. Here are examples from the campaign.