Rolling out a brand identity
Eurostar, the high speed rail service between the UK, France and Belgium went through a total rebrand. With a number of stations on its routes, hundreds of internal staff using the brand identity daily and thousands of travel agents selling its tickets around the world, the smooth roll out of the new identity was crucial to the success of the project.
Key to the Eurostar project was the need to educate users about how the new branding should be used and then to distribute the new brand assets quickly, accurately and efficiently to many different users with brand management software. In addition, Eurostar wanted their stations to be able to customise communication materials themselves while remaining on-brand.
Eurostar worked with Brandworkz to develop Eurostar-ID, an online brand and digital asset management site which has ensured the brand assets are readily available and guidelines are adhered to.
Travel agents, rail operators, design companies and press agencies are amongst the organisations given password access to the new brand guidelines, logos and imagery which they can download for their own use. Eurostar-ID itself has been fully branded throughout with the new identity, instantly educating site visitors about how the elements of the new branding are to be used. With the Web-to-Print module, station posters are available to be customised using dynamic templates held in the system.
Brandworkz has helped ensure that the launch of Eurostar’s identity is running smoothly through the brand implementation and beyond. With up to 1,500 downloads from the digital asset management system monthly, the identity has been distributed in significantly less time that it would have taken manually, and at a huge saving in budget. With Web-to-Print being made available, Eurostar will see even bigger cost savings.
“Using Brandworkz enables us to manage how the Eurostar brand is used by a huge range of external and internal stakeholders around the world. The site is simple to use from both sides and our brand guidelines are accessible, our assets are in one place and brand consistency is improved. We are impressed and so are our users!”
Lydia Shalet, Graphic Design Manager
Brandworkz modules used:
- Digital Asset Management
- Reporting & Analysis
- Brand Asset Management