The Challenge
Arriva is committed to putting the customer at the core of their business and required a new way forward, not only for their brand proposition and business practices, but also with regard to how their brand was visually portrayed. As well as creating national marketing campaigns, centrally, Arriva also have 8 regional business units producing large amounts of communication collateral. The key challenge was to unify the brand across the whole of the UK whilst still giving regional marketing managers creative flexibility.
The Solution
Arriva were very clear about the direction the brand was taking and after a series of brand workshops (in which Cogent were able to take part and mediate) the brand proposition of “dependable” was agreed as central to the customer offer.
After a thorough brand audit which took into account the large volumes of different items that Arriva produce, Cogent went on to create a new look and feel for the brand. This look and feel was then developed into a brand communications toolkit providing clear guidance on how the brand should be portrayed in any piece of communication.
The result
As well as the brand guidelines, we developed a suite of commonly used materials such as timetables and fare leaflets. Using our asset management system, we were able to give the regional teams remote access to all of the artwork files, approved imagery and guidelines for their own use. The asset management system also allows brand consistency to be monitored and online approvals given.