Drove operational culture change
CHALLENGE
The core challenge was to develop a comprehensive suite of visual communications to showcase the ASCEND change programme. These materials needed to effectively support promotions and high-level presentations to diverse stakeholders, ultimately driving a major operational culture shift within the business.
OUTCOME
By replacing complex technical documentation with clear, engaging visual narratives, the work has enhanced interest in the Geotechnical workstream across the business. The improved marketing collateral has also thrived in communicating the what, and the why.
DELIVERABLES
To secure buy-in across all levels of the organisation, we delivered a number of visual assets:
-
Programme Logo: A distinct, recognisable identity for the ASCEND initiative.
-
Rich Picture: A single-image visual summary of the entire programme.
-
Key Milestones Infographic: A clear, chronological roadmap of the programme timeline.
-
32-Page Prospectus: A detailed guide outlining the strategic and technical roadmap.
-
3-Minute Animation: A dynamic video bringing the strategic vision to life.
SPOTLIGHT: THE ASCEND RICH PICTURE
Theme: Redefining and revolutionising our earthwork intelligence
Developed in close collaboration with AECOM Consultants and Network Rail’s Geotechnical team, this visual cornerstone distils complex programmatic changes into a single, accessible narrative. By contrasting “Today’s” manual limitations with “Next Gen” data-driven technologies, it clearly illustrates the future of earthwork intelligence without relying on heavy technical jargon.
ANIMATION
Theme: Redefining and revolutionising our earthwork intelligence
The 3-minute animation acts as the centrepiece of the communication strategy, seamlessly translating the “Rich Picture” into a compelling narrative arc:
-
The Current State: Highlighting the limitations of existing manual data collection.
-
The Catalyst: Clearly explaining why Network Rail must change to survive and thrive.
-
The Execution: Demonstrating exactly how new technologies (helicopters, satellites, train-mounted scanners) will be implemented.
-
The Benefit: Illustrating the tangible value to the geotechnical teams on the ground and, ultimately, the railway customers.
LOGO
Theme: Redefining and revolutionising our earthwork intelligence
The ASCEND logo was designed to communicate the programme’s mission instantly. Building off Network Rail’s existing brand font, we enhanced the lettering for greater visual impact and integrated the three key technological aspects of the transition directly into the design. The result is a bold mark that provides a quick, intuitive insight into the future of geotechnical monitoring.
“Will has an innate knack of drawing out complex concepts and communicating these with clear, powerful visuals. He developed a quality and cohesive set of graphical assets illustrating the ASCEND Programme, while also galvanising the client’s vision for their change programme.”
Associate Director, Rail Asset Management, Transportation, UK&I
AECOM
