Network Rail wanted to achieve better penetration, understanding and uptake for their brand re-design.
In conjunction with their brand agency, The Partners, they wanted to implement a solution that would be evident as part of their consumer brand strategy. Network Rail operates, owns and runs 18 main stations on the UK’s railway infrastructure and needed a consistent, well-conceived brand image, plus to nurture & support a positive perception of their operation.
There was a web-based system in place that was used to store and distribute their brand identity and its supporting assets, but it was not equal to the broader task the redesigned brand set itself. To grow value through consistent brand utilisation across Network Rail’s properties’, they turned to Adgistics to develop a Brand Centre solution.
Adgistics developed a secure on-line brand asset management system to store and distribute Network Rail brand materials.
The Network Rail Brand Centre spearheaded the expression of their new brand identity and tone of voice. Integrating simple administration and editing tools, it enabled any authorised user to exercise complete editorial control over the brand assets on the site.
To further enhance implementation of their new brand image, the solution effectively communicated the core thinking behind the Network Rail brand. Having a tailored system ensured Network Rail maintains a consistent level of marketing and brand collateral.
The Network Rail Brand Centre enables users to adapt and produce customised station posters and other brand materials directly. Authorised users can produce high quality posters and other collateral to meet specific messaging requirements at a moment’s notice.
They saw an incremental ROI increase in cost efficiency, timeliness and accuracy. One of the major benefits of the Network Rail Brand Centre was to reinforce the trust in the brand relationship with their millions of passengers. They generated additional tangible cost savings by activating and publishing marketing assets from the same site that stores them. The brand relationship is being strengthened by the fact that station communications are consistent with the brand image, achieving high levels of engagement.