- Concept development
- Graphic design
We began by hosting workshops with CrossCountry and Network Rail to understand their challenges and work out the best solution. From this, we proposed an animation as this would help shape the audience’s understanding of CrossCountry in a simple and engaging way. Our designers, animators and script writers then collaborated to establish the messages we wanted to convey to the audience.
As CrossCountry’s core business is centred around leisure travel, we developed a creative concept for the animation that followed a leisure and tourism themed look and feel, while making sure that it was also a true interpretation of CrossCountry’s brand guidelines. Our story highlighted multiple locations in Britain and included as many job roles within the rail network as possible, and we ensured that the character representation was diverse and inclusive throughout. This was to make it relatable to the widest possible audience, so that the audience could see themselves within the story. We made sure our video was accessible by adding captions.
"Eleven took on the challenge of creating an internal comms piece that would work both within our organisation and for CrossCountry, and they really hit the nail on the head with the animation. They were able to draw on their rail industry experience to develop a creative approach and script that perfectly captured what we were trying to say, while speaking the right language for reaching the target audience."
Senior Communications Manager