Immigration, terrorism and tourism are high priorities across the political agenda – Border Force is involved in all of them. They control the passage of people and goods through 138 air and seaports. Customer experience across these networks was inconsistent, putting stress on the system, and travellers entering from all over the world. Border Force wanted our help to improve efficiency of passenger flow to allow greater focus on security.


Brand guidelines

The Gateway to the UK

We developed a flexible signage and way finding system dedicated to having a positive impact on passenger behaviours. To do this we needed to understand the traveller’s journey at key decision points, to ensure we delivered the right message, at the right time, through the right channel.

To engage passengers Border Force is the Gateway to the UK became the clear theme throughout. create a welcoming but secure passageway, rather than a barrier.

No one size could fit all, so we developed a flexible system that could be adapted to all seaports and airports throughout the Kingdom. Delivering the right message, at the right time, through the right channel.

It’s still early days, but the roll out starting with Manchester Airport has been hailed as “transformative” by Border Force COO Phil Duffy.

RY is one of the best agencies we’ve ever worked with. They were able to cut through the complexity of the challenge and deliver a simple proposition. They are really committed and enthusiastic, and they feel like part of the team.

Debbie Porter


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