The East Coast Digital Programme is a first of its kind, using technology to transform how the railway works for passengers and freight users. Working in partnership with Operators and the Government, the programme will upgrade the train control systems to create a more dynamic, more reliable, and more flexible railway.
There’s no doubting that collaboration is a beautiful thing, but bringing entire industries together is no mean feat. To build a strong business case, we were tasked with creating a brand identity and asset toolkit to match the ambitions for the Digital Programme – clearly conveying the values and benefits that the programme will deliver to secure stakeholder buy in.
Enabling track and train to ‘talk’ to each other represents the biggest leap forward in signalling and railway operation since the Victorians. This is, in effect, part of a new ‘digital’ industrial revolution and will result in a truly next generation railway. The brand communications reflect our next generation. Emotive, optimistic and engaging to reinforce the future-facing aspect of the programme.
Since the brand was launched, both key partnerships and investment has been secured. Network Rail has confirmed Siemens Mobility Limited and Atkins as its partners who will play a pivotal role in delivering the programme. The first £350 million investment in the ECDP by the Government is already being used for the introduction of real-time digital signalling on the route, and lay the foundations for wider national roll-out.
