Evolving HS2’s project brand strategy & identity

Brand Strategy

Vision & Purpose

The challenge

Creating & implementing a strategy with key stakeholders

Over a period of 10 years, the HS2 project needs to communicate its inspiring ambition to innovate in development and construction. They tasked us to help them evolve their identity – maximising public value, while minimising cost.

The approach

Interviewing key stakeholders & evolving the brand

We began with consumer research and stakeholder interviews to define the brand strategy, essence, personality and tone of voice. The next step was to appoint a branding agency to evolve the identity. We oversaw the execution of core elements & aligned implementation guidelines for rollout.

The impact

Identity updated

Brand strategy agreed with top team and stakeholders.
Efficiency maximised

Organisational communication consistent across the business, including the contractor base.
Guidelines deployed

Project identity rolled out, avoiding business disruption and minimising cost.