Rail Delivery Group
Sustained creative output for a national audience.
Five years working as an extension of the RDG marketing team, across social media, animation and document design for one of the UK's most-watched public-facing brands.
01 / The challenge
What needed to change.
The Rail Delivery Group is the public-facing voice of both the private rail operators and the publicly-owned Network Rail. Coming out of lockdown, RDG needed to rebuild rail patronage, grow revenue and encourage modal shift from car to train. That required a creative partner who could move at the pace of the news cycle and the platform algorithms.
02 / The insight
The reframe that opened the door.
Sustained, steady, strategic social work outperforms big-bang campaigns when the goal is shifting everyday habits. The audience wants to see the railway as a normal, useful, reliable part of life, not as a special-occasion product.
03 / The approach
What we made, and how.
We've managed RDG social since 2021, evolving the offer as platforms shift. Alongside the day-to-day, we produce animations and design support for major moments, including Railway 200 / the 200th anniversary of the modern railway.
We act as an extension of their internal teams. That's what sustained creative output looks like.
04 / The outcome
What changed.
Since 2021
ongoing partnership
Railway 200
anniversary campaign delivered
Recommissioned
multiple times across the partnership