Case Study: London St. Pancras Highspeed boosts sustainable travel growth with Deep

HS1 aims to more than double international passenger capacity with Deep

HS1, the operator of the London St. Pancras Highspeed rail line, faced a significant challenge. Its brand was unfairly stigmatized by negative associations with the separate HS2 project, and it needed to be repositioned as a modern, consumer-facing travel brand to support sustainable travel. The vendor Deep was engaged to provide brand strategy, positioning, and identity services to address this.

Deep conducted workshops with the client's leadership to understand their goals, then revitalized the brand's visuals with a modern edge, emotive photography, and a broad color palette. The solution included consolidating six websites into one and rolling out the new identity across various materials. The rebrand by Deep successfully positioned HS1 for business growth, allowing it to add more trains, drive high-speed rail growth, and work towards more than doubling the station’s international passenger capacity.

HS1 (London St. Pancras Highspeed)