A new creative approach
We have been working with Arriva since 2001 and in that time, we have developed many successful national and localised campaigns to increase bus ticket sales. These campaigns have been run centrally, but in addition to this Arriva have 5 regional business centres which produce a wide range of communication materials.
Arriva commissioned Cogent Elliott to develop a new creative approach for all its marketing materials. They wanted a new design which reflected the customer focused nature of the business and, more importantly, one that could be used to unify the vast amounts of material being produced both regionally and nationally.
Cogent started by carrying out an extensive brand collateral review and, working closely with the regional marketing teams, came up with a striking new graphic design and brand line "Arriva buses. Here to take you there."
The graphic imagery gives a contemporary, clean feel for the brand and provides a very flexible device that can be used across any piece of communications material.
A key part of the success of the project was the introduction of our digital asset management system, this ensures consistency and makes a range of artwork templates easily available to the regional centres. Not only can they download existing templates, they can also upload their own designs for review and approval by the central brand team.