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Integrated Kent Franchise Bid
The Integrated Kent Rail Franchise (IKF) — and its new high speed train service — was a huge opportunity in the rail sector, not just for UK operators but for most of Europe’s leading rail companies as well.
In 2005, after years of under-investment, neglect and a massive drop in customer and staff confidence, the previous operator Connex was stripped of the network, and the route was put up for tender by the Department for Transport. The lure of this high-profile franchise drew the attention of all the major players in the industry, and as a result the competition was fierce.
Our client, Govia, joined forces with SNCF and Keolis, to form a formidable team, and asked us to help them produce a compelling and effective bid for the newly available franchise. We developed concept brands for both the commuter network and the high speed service, created all the packaging for the bid documents, and designed the executive summary in full.
Our bid, which focussed on not only developing the service, but regenerating the Kent region, was successful and the Government awarded Govia operating rights to the franchise until 2014.
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A powerful partnership
As one of the UK’s principal transport operators, Govia were already a good choice for the franchise, however by partnering Keolis — a major player in Europe — and SNCF — the world leader in running high speed rail services — Govia ensured they were unique among bidders.
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A growing network for a growing region
After careful analysis of the current estate, research within the various user groups and trade bodies, we were able to develop a vision for the future of the franchise, based on the core idea of ‘a growing network for a growing region’. This culminated in a comprehensive bid submission, which clearly and effectively engaged with a specific target audience — the Department for Transport.
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A new start
To support the bid, and regain customer and staff confidence, we proposed a brand strategy and shared visual identity system for the already established, but neglected commuter network and the brand new high speed rail service — the jewel in Britain’s railway.
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Quality and quantity
We created the packaging for the submission — when it was complete, the comprehensive bid documentation filled more than 15 folders.
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After winning the bid, we helped Govia develop the Southeastern and Southeastern Highspeed brands; from developing the strategy and positioning, to designing and implementing liveries, interiors, and uniforms, to creating customer communications and signage and wayfinding. This can be seen on our Southeastern Highspeed page.