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As a leading public
transport company,
National Express
had
a strong sustainability
story to tell, but it was
getting lost among the
detail. We responded
with simple messages
and striking visuals to
grab the attention of
opinion formers.
The challenge
National Express is one of the leading transport companies in the
UK. The company meets the needs of over 1 billion customer journeys
by train, coach and airport operations in the UK and overseas. The
company wanted to change its CR formula. Last year, and for many
years before that, the company's CR report had been full of graphs
and data, but was a little light on top-line messages. This year it
wanted something bold that would grab the attention of opinion
formers and other influential audiences. Why change now? National
Express wanted the world to know that its business model was
delivering exactly what an increasingly mobile world needs: a
vision for a sustainable transport system.
Our solution
We pushed the boundaries of the new 'National Express' brand to be
as engaging as possible. We also came up with the powerful theme on
the cover 'More is less' - i.e. more public transport, will lead to
less CO2 and pollution, less risk of accidents, less congestion,
less wasted time and less exclusion. Oversized, to add impact, and
using forward-looking illustrations, this is a ground breaking CR
report that really works hard to communicate the narrative rather
than just throw facts at the audience. By developing an
illustrative style that could be reused in other publications and
communications, we also added a new weapon to their visual
armoury.
Our work
- Restructured report
- Defined key messages
- Concept development and design
- Developed a visual language
- Positioned CR within the brand Project management
- Fulfilment