The route of phase two of HS2, which will run in a ‘Y’ shape from Birmingham to Manchester and Leeds, was unveiled yesterday by Prime Minister David Cameron.
Fernandez Waddy was appointed to the work by the Department for Transport following a multi-consultancy pitch in December 2012.
Daniel Fernandez, partner at Fernandez Waddy, says the consultancy presented three potential treatments at the pitch stage, with an icon-based route selected.
Fernandez says, ‘It needed to be an optimistic treatment and it need to not focus purely on speed, but look at the benefits that HS2 will bring to the country.’
As well as creating the icon-led campaign, Fernandez Waddy also developed a display typeface and colour palette for HS2, which is being used across online and offline communications.
The work is being rolled out across a range of touchpoints, including brochures, leaflets, summary papers and environmental graphics.