Three posters on a wall at a train station. The first poster promotes kindness with a graphic of a hand shake. The second poster has a photo of a man and a child smiling, with the text 'Bring the Bambinos for free'. The third poster promotes traveling with luggage, stating 'Making room for everyone' and 'up to 3 items'.

Grand Central

Project completed at Initials CX.

Leading the revolution in UK train travel

Mainstream rail overlooks the communities Grand Central serves. We repositioned the brand around Connecting Communities, using illustration and community photography to challenge category norms and build a warmer, more human identity.

The refreshed brand feels more personal and distinctive, strengthening Grand Central's connection to the communities it serves.

Two happy people hugging at a train station, with a train in the background, and the Grand Central by Arriva logo on an orange background.
A collection of presentation slides for Grand Central by Arriva, featuring orange, black, and white color schemes, images of trains and people, icons, and information about branding, design principles, color palettes, typography, and illustrations.
Illustration of a modern train labeled 'Grand Central by Arriva' on a track with a bright orange background. To the left, there are icons of a train, a timetable, a coat, a coffee cup, a suitcase, and a wheelchair. A woman with red hair, a young man in a suit, and a woman with darker skin and a cane are also depicted.
Two people sitting at a small table, having a conversation. The woman has long blue hair, an orange top, and blue pants, and she is holding a coffee cup. The man has curly black hair, a blue shirt with white patterns, and dark pants. They are seated in a modern indoor space with large windows in the background.
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