Greater Anglia It’s Happening
Brand Identity
When Greater Anglia Trains poured £1.4bn into an overhaul of its rolling stock we unveiled a new brand identity to match its upgraded fleet.
Built around the UK’s fastest land animal and a species synonymous with East Anglia, the hare, the new brand icon champions the speed and modernity of rail travel.
Our aim was to create a brand property that would become instantly recognisable as Greater Anglia.
It’s identity with an emotional connection, and is both of the moment and of the region.
The contemporary styled Hare is now used across the entire Greater Anglia estate from tickets and announcements to staff uniforms and livery for the new updated train fleet.
The new identity launched with the brand icon centre stage in a series of campaigns around the region including weather idents for ITV, print, poster and digital.
