Celebrate the past, present and future of the UK railway network in its bicentenary year and encourage people to reignite a sense of pride and passion for rail travel. 

The What’s Stopping You? campaign is all about connecting with users through the medium of a bucket list. I aim to form connections between people and encourage users to share their bucket lists and stories through the app and on social media. The aim of the campaign is to celebrate the past, present and future of rail. It utilises a variety of digital and physical touch points to inspire the sense of adventure and exploration that my target audience, commuters, have lost. The visual identity and communication aims to spark that sense of daring adventure and a you-only-live-once attitude. 

It’s important that my visual language is rooted in the rich history of rail but appropriately updated for the present. For example, the collage style posters are inspired by the success of ‘golden age’ railway advertisements while the typography is inspired by the beautiful order of Margaret Calvert and Jock Kinneir’s Railway Alphabet. Advertisements for the campaign will feature handwritten bucket list entries from real people across the country. This will create personal connections with the users, showing them that innovators have already interacted with the campaign and get them thinking about their own bucket lists.

I plan to go straight into industry and work in a design studio in the Dorset area. I would like to work in branding, advertising and campaign design.