Network Rail

Network Rail have a language problem. Bovine incursion. Leaf fall. Points failure. And when you start digging, you find phrases like ‘cyclic tops’, ‘possession overruns’, ‘LOMs’ and ‘MOMs’, ‘TOCs’, ‘FOCs’ and ‘NOCs’. It’s a different language. One that alienates new employees and makes passengers confused and angry. Our friends at Schwa helped them stop speaking Railese, and start to Speak Passenger instead. We created the look and feel for the programme and introduced an illustration style to reflect Network Rail’s new approach to language, diversity and inclusion. We’ve created training videos, a book and digital assets. Speak Passenger has been a big hit with Network Rail employees and with passengers. The programme also won gold at the Transform Awards.

“The overall programme has reached thousands of colleagues and suppliers. Its simplicity, but eye catching designs and content has made an impression on all those who use it.” Davinia White, Senior Brand Manager

What we did

We created the visual identity for Network Rail’s Speak Passenger programme, working alongside language consultants Schwa to help the organisation stop speaking Railese and start communicating like humans. We developed the look and feel, introduced an illustration style reflecting their new approach to language, diversity and inclusion, and produced training videos, a book and digital assets. The programme reached thousands of colleagues and suppliers and won gold at the Transform Awards.