The Cross Country rail network is the most extensive in the UK, covering over 1,500 miles, across three countries. Having helped Arriva win the franchise, our task — in addition to managing a project of this scale — was to create and begin implementing a new brand that would be strong enough to fill the emotional and physical space left by Virgin Trains. And do it all in just 55 days.

With a limited budget and no physical presence at stations, the brand had to utilise as much of the existing estate as possible, whilst signalling a major change in the service through its trains, people, website and printed material.