South Western Railway
Concepts
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Brand and visual identity
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Publications
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Concepts • Brand and visual identity • Publications •
2018
Transport
Agency
NuFu – A Trading Division of Engine Partners UK LLP, London, UK
Led the conceptualisation and delivery of design work for one of the agency’s top clients – South Western Railway.
South Western Railway is a British train operating company owned by FirstGroup and MTR Corporation, which operates the South Western franchise.
We executed a full rebrand rollout. Managed creative briefs and supported various campaign initiatives. Designed a range of digital and print assets, including print advertisements, large-scale graphics, signage, infographics, newsletters and social media content.
REACH
Railway Employers/Employees Apprenticeship Challenge
South Western Railway launched REACH, an apprenticeship recruitment programme designed to foster quality training and development across various sectors, from customer service to management.
The objective was to create a logo that embodies SWR’s commitment to excellence in professional development and lifelong learning.
Designed a clean, minimalist logo where the capital letter ‘A’ is transformed into an upward-pointing arrow. This arrow symbolises ambition, growth and the pursuit of knowledge—reflecting the core values of the REACH programme. The design aligns seamlessly with SWR’s existing brand identity, ensuring visual cohesion across all platforms.
The REACH logo has been prominently featured on job adverts related to apprenticeship roles and across promotional materials supporting apprenticeship initiatives. This consistent branding reinforces SWR’s dedication to nurturing talent and professional growth.
