The challenge
Eleven was appointed to create a suite of strategy documents for a range of internal and external stakeholders, including regulators, government departments, the rail industry, environmental groups and the general public, to highlight Network Rail's strategy for decarbonising the railways.
The timeframes were tight, meaning there were around six weeks to deliver the project, including design of the initial look and feel, proof reading all of the content, and design of each of the assets.
The solution
The look and feel for the campaign was developed very much with the subject matter in mind, to use colourways associated with the environment and dominant use of imagery throughout to keep the reader interested.
We also created an icon for the environmental strategy as a whole, which was used on the front covers of all the documents, helping to tie them together.
The project included delivery of a main strategy document, a supporting evidence document (150 pages), a one-page summary, a science-based targets document, a PowerPoint presentation, and various static and moving social media assets.
As timeframes were tight and there were multiple internal and external stakeholders, it was important that we employed a flexible and speedy approach to amendments.
The look and feel for the campaign was developed very much with the subject matter in mind.
We also created an icon for the environmental strategy as a whole, which was used on the front of all the documents.
