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:
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.
Selected Works
Point NorthExpanding reach beyond County Durham
Northumberland County CouncilNorthumberland Line: From Abandoned Tracks to Brand Victory
GB BankHelping to build the profile of one of Britain’s newest banks
The North East Ambulance Service:Make a Life-Saving Difference.
Harrogate Spring WaterMindful Drinking takes centre stage at Festive Influencer event.
Barker and Stonehouse: Gateshead Store LaunchUnveiling the new £5m store in Gateshead.
Harrogate Spring Water - Mindful DrinkingBringing a taste of Royal Ascot to North Yorkshire.
The City Baths Newcastle X John LewisBringing a brand partnership to this historic leisure destination.
Barker and Stonehouse: A Story of SustainabilityA sustainable approach to furniture retail.
Grainger MarketEnhancing Newcastle’s Bustling Grade I Traders Market.
Anglo American:Powering cyber security.
Teesside UniversityCelebrating the Tees Valley digital community.
ProtiumStakeholder communications and engagement strategy.
Banks HomesCreating a unique brand identity for the new-to-market luxury housebuilder.
North P&I:160 years of incredible maritime history.
Middlesbrough College:Finding brand purpose for a dynamic educator.
Sleepeezee:Everything's easy when you Sleepeezee.
North East England Chamber of CommerceGiving businesses their say in skills provision.
Ercol:A moment of pride in ercol’s history.
Newcastle Helix:Our City’s Drive Towards Net Zero.
Story Homes:A new chapter for this thriving residential developer.
Stephenson WorksA welcoming and generous spirit.
NewcastleGateshead Quays:A quay moment for NewcastleGateshead.
TeesAMP:Making it in Middlesbrough.
NewcastleGateshead Convention Bureau:Tyne to get back to business.
Tees Valley Combined Authority:Encouraging staycations in Tees Valley.
Siglion:Bringing some vitamin sea to Seaburn.
North East Ambulance Service:A global pandemic.
Thirteen Homes:How do you want to live?
herdysleep:A first of its kind for the bed-in-a-box market.
Libra Interiors:Connecting consumers in a new way.
Tees Valley Combined Authority:Tees Valley Mayoral Election Campaign.
Imagine. Create. EGGER:Launch of a new product range for this global manufacturer
Finchale Group:A dynamic rebrand for the leading employment charity.
Duresta:A brave and bohemian collaboration.
South Tyneside Council:Recognising local community heroes.
Fusion:Healthy in the Heart of the City.
UK Land EstatesBuildings for Business.
Merit HoldingsA world leading engineering company.
Harrogate Spring Water:Continuing to make a difference.
Barker and Stonehouse:Say hello to Mr Clarke.
www.coolblue-interiors.co.uk