Govia Thameslink Railway aims to drive forward with refreshed brand

Govia Thameslink Railway (GTR) has unveiled a refreshed visual identity for its four brands: Great Northern, Gatwick Express, Southern and Thameslink.

With a central brand position of ‘We’re with you,’ the new identity, created by VCCP Blue, is focused on supporting the customer journey and demonstrates GTR’s dedication to placing customers at the heart of its business. Tony Hector, creative director at VCCP Blue, says, “As we have encompassed four different train companies in one campaign, we wanted to create a consistent look across multiple channels as well as making each train company feel individual and distinct.”

The redesign launches with eight employees from around the network, including on board supervisors, station managers, train presentation operatives and engineers, capturing shots from everyday working moments. The new look and feel will be announced via radio, digital, press, advertising, broadcast media and digital six sheets across the rail network. It will also be shared internally throughout colleague areas.

Emma Wiles, head of marketing at GTR, says, the creative is designed to position the brand alongside its customers, focusing on the moments that make up a journey. She adds, “We set out an appeal to our colleagues to be the faces of the brands and by doing so, we were able to bring reality to life the moments that happen every day on the railway. Through the refresh we seek to show the ‘we’re with you moments’ as well the ongoing investment across our businesses that are focused on driving improvements for our customers.”