The brief

In light of Cross Rail joining the market as a direct key competitor help to re-define the Heathrow Express brand strategy.

Refresh the brand identity.

Embed the new brand with Heathrow Express stakeholders and staff.

What we did

16 x internal employee workshops across all levels of the business, starting with grassroots upwards.

18 x internal stakeholder interviews. 

4 x site visits.

Internal comms audit, looking at messaging, recognition, references to internal culture.

2 x brand positioning workshops.

Design concepts.

Consumer research groups x 4, London.

Living the brand employee workshops.

The outcome

A revised positioning for Heathrow Express aligned more closely with the Heathrow Airport brand.

A refreshed brand identity (created by Designhouse) that reinforces the premium nature of the service, along with communicating: credibility, solidity, reliability, certainty.

Engaged employees who feel proud of their contribution to the brand.