Future Labs
Future Labs is an innovation initiative from four UK Rail Operators: London North Eastern Railway, Transpennine Express, Northern Trains and Southeastern.
The programme helps start-ups, scale-ups and innovators to develop their ideas, potentially transforming the rail industry, with the help of industry experts. This unique opportunity allows candidates to test their ideas in real rail environments with feedback from potential future clients.
The brief was to create a visual identity that grabbed attention and felt very different from the usual world of rail to signal a programme that was open-minded and open to new approaches and thinking.
Great ideas strike with a flash of inspiration… the idea was to create a symbol or visual articulation of the eureka moment.
The symbol is a lightning bolt but made up of connecting lines inspired by the spirit of collaboration and with a nod to the visuals cues of the transportation sector.
The symbol can be used as a stand-alone graphic, to hold copy or to hold imagery.
The confident, positive spirit of the brand continued into the tone of voice. Straight-talking, positive and aspirational – the messaging shows the future as a place of opportunity and excitement. The headlines always refer more to the innovators and their ideas and innovations than the initiative itself to show the possibilities to other possible applicants.
