Rebranding the definition of a station
A six spot 20” TV transvision and digital backlit 6 sheet campaign to promote Network Rail’s mainline train stations, as a shopping destination, in their own right by rebranding station shopping in identifiable categories using subtle stream of consciousness of rush hour commuters, which become station names. Impactful full imagery sets the tone, to break through the information filled mainland stations, across the UK from Euston and Farringdon to Manchester and Glasgow Central.
Watching first hand, the various stations, learning how commuters behave, what activity there was at different times of the day, and how people would have a pre-set route, that was often the direct and most time efficient to their next platform, and opening of the carriage door, or exit, gave the need to have people rethink about their station and journey.
Stations are growing bigger in competition with covered shopping centres. With fully late licensed restaurants, premium retail stores and brand name eateries, with wi-fi, people could meet socially after work, or hold business lunch meetings. With high end stores on site, and big brand names, you had the luxury of choice for gifting or treating yourself. Our stations have changed.
People were aware there would be a sandwich store or a newspaper stand. To remind them that a station could be their next social place to catch the game, to buy pieces for your trip, encouraged how we could change the way we think our station visually and resulted with the familiar station-name signpost that was able to also then hold the headline in with a playful style of naming the stations.
Gentle compositions and filmed intentionally a slower pace, than the current loud constant station announcements and harsh signs covering the station. Being serene, reassuring would create better standout and contrast as the next stop to breathe.