Northumberland Line: From abandoned tracks to brand victory
The Northumberland Line is a major railway infrastructure project under construction in the North East of England. It will reintroduce passenger rail services to communities that have been disconnected from Newcastle and the wider coast for decades. With many new stations situated in rural areas, the project presented a unique challenge: to create a brand that resonates with both local residents and tourists while reflecting the region's distinctive character and the transformative impact of the new railway.
Our Approach
Cool Blue was tasked with developing a comprehensive brand and marketing strategy for the Northumberland Line. Our approach was centred around the following key objectives:
- Creating a distinctive brand identity and developing a brand that captures the essence of Northumberland and its people.
- Building an emotional connection and fostering a sense of pride and belonging among local residents.
- Attract visitors from afar and positioning the Northumberland Line as a gateway to exploring the region's natural beauty and cultural heritage.
- Developing an effective marketing campaign to encourage users once the line is opened.
By immersing ourselves in the heart of Northumberland, we gained a deep understanding of its history, people, culture, and aspirations. To ensure the new brand stood apart from other rail operators, we conducted thorough research. This comprehensive exploration informed the development of a brand identity that authentically reflects the region’s character and underscores the railway’s vital role in connecting communities.
The resulting brand identity was characterised by a fresh, modern aesthetic combined with elements that evoke the region’s heritage. The colour palette was inspired by Northumberland’s stunning coastal and green landscapes, while the clean, legible typography mirrored the railway’s dependable and efficient nature.
We’re excited to soon support Northumberland County Council with the launch of the brand, in partnership with Northern Rail, to develop a multi-channel marketing campaign focused on generating excitement and anticipation ahead of the launch of the first three stations later this year.
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Selected Works
Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.
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