Driving 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
The visual communications helped transform how the ASCEND programme was perceived internally. By replacing complex technical documentation with clear, engaging visual narratives, the campaign successfully established an improved general understanding of the programme across all levels of the business, from senior executives to frontline geotechnical staff.
This newfound clarity was work, in partnership with AECOM, that acted as the catalyst for genuine behavioural change. The workforce finally understood why the changes were necessary and how the new digital tools would directly benefit their day-to-day roles, initial skepticism was replaced by active engagement.
DELIVERABLES
To secure buy-in across all levels of the organisation, we delivered a number of visual assets:
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Programme Logo: A distinct, recognisable identity for the ASCEND initiative.
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Rich Picture: A single-image visual summary of the entire programme.
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Key Milestones Infographic: A clear, chronological roadmap of the project timeline.
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32-Page Prospectus: A detailed guide outlining the strategic and technical roadmap.
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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 distills 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 centerpiece of the communication strategy, seamlessly translating the “Rich Picture” into a compelling narrative arc:
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The Current State: Highlighting the limitations of existing manual data collection.
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The Catalyst: Clearly explaining why Network Rail must change to survive and thrive.
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The Execution: Demonstrating exactly how new technologies (helicopters, satellites, train-mounted scanners) will be implemented.
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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’s ability to translate complex concepts into clear visuals has been invaluable. The outputs he provided didn’t just illustrate the ASCEND programme, they gave Network Rail the clarity needed to truly understand and embrace this operational shift.”
Associate Director, Rail Asset Management, Transportation, UK&I
AECOM
