The consultancy was appointed by Southeastern owner Go-Ahead Group to develop a new look for the rail service, following a new franchise extension and investment across the network.
SomeOne says it had to update Southeastern’s look and feel, but in a way that didn’t require significant change to the core identity, designed in 2006, which was present on all trains and stations and would have needed significant budget to change.
The solution is based around the concept of a ‘helping hand’, which SomeOne says can adapt across various touchpoints.
Someone designer Paul Ransom says, ‘By introducing a variety of sleeves and objects, each representing a different customer, member of staff or action, the hand can constantly adapt to any communication.
‘It allows every piece of information to be presented uniquely, tailored according to the subject, whilst sitting in a distinctly Southeastern brand world.’
SomeOne says the Southeastern hand is ‘completely adaptable’ and based on a huge kit of parts of varying combinations. The consultancy also revised the Southeastern brand identity, introducing a new colour palette, simplified logo, and new type style.
SomeOne lead designer Tom Myers says, ‘It’s all about helping out in any way we can on trains and on platforms. More ticket machines over there? Let us show you. Bike storage? Right this way.
‘We’ve put together a huge number of easy to use assets to allow Southeastern to cut through with a fun and useful voice.’