Eurostar
Reconnecting an icon with its North Star.
Tone of Voice | Messaging System | OOH
Eurostar was expanding its network across the continent. To reflect these widening horizons, it needed an identity to match its ambition. This award-winning rebrand by Design Studio captured the thrill when you hop aboard. A spark for adventure, for opportunity and for a little je ne sais quoi.
Providing the Spark
Collaborating seamlessly with a top-tier team of strategists, creatives and art directors, I developed a set of messages perfectly balancing inspiration and intimacy to make audiences fall in love with European travel.
Crossing all touchpoints, the taglines and copy elements tap into the ‘Spark’, an animated graphic that serves as a compass and embodies the brand's ambitions. The assets evoke the spirit of wanderlust and the power of new connections that are set in motion every time you board a Eurostar, whether that’s in Paris, Amsterdam or Cologne.
Launch Campaign
Spun out from this tone of voice development work, one of my taglines was rolled out for the launch campaign by Adam & Eve/DDB to accompany the illustrations by Matt Saunders. The eye-catching outdoor campaign – ‘Where will Eurostar take you?’ – appeared on billboards across Europe to coincide with the widely-acclaimed launch of the Eurostar brand.
