Case Study: East Midlands Trains becomes more approachable with Crocstar's tone of voice strategy

East Midlands Trains wins 89% positive customer response with Crocstar

Crocstar was approached by East Midlands Trains, a major transport provider, which was undergoing a rebrand and needed help creating a new, more approachable tone of voice for its customer communications.

Crocstar developed a cohesive brand personality with a sliding scale of three distinct tones. They provided a comprehensive tone of voice document, best-practice templates, and company-wide training. The new voice was widely embraced, receiving an 89% positive response from customers and contributing to a significant rise in spontaneous awareness and an increase in ticket sales.

East Midlands Trains