In 2018, Keolis Amey Operations (KAO) was awarded the franchise by Transport for Wales (TfW) to operate trains in the Wales and Borders (W&B) region for the next 15 years.
The client sought a bold, ambitious advertising agency to create and deliver multiple major campaigns each year, promoting service improvements and encouraging passenger growth.
Campaigns were planned across a broad media mix, including internal channels like station posters and social media.
To boost engagement and relevance, some campaigns would be adapted for micro-regional audiences. Exemplary Welsh language use was mandatory for all customer and employee-facing communications, making proficiency in Welsh language standards and fluency highly valuable.
Our campaign introduced a unique illustration style for a year-long partnership with Visit Wales, aimed at residents in Wales and nearby regions to inspire local exploration by train. The campaign aligned with Visit Wales’ ‘Year of Discovery’ theme, using creative messages and concepts to highlight key regional events and attractions.
Techniques
Accessible Graphic Design
Accessible graphic design is the practice of creating visual content that is inclusive and easily understandable for all individuals, regardless of their abilities or disabilities. It involves designing graphics and visual elements in a way that accommodates various needs, ensuring that the information is perceivable, operable, understandable, and robust for everyone.
Colour & Contrast impairment
A comprehensive guide for exploring and learning about the theory, science, and perception of color and contrast. A website for designers to learn about color, contrast, and how it can affect experiences of a user interface...