McCann Leeds delivers rebrand for Great Rail Journeys
Published on September 1, 2022
McCann Leeds has completed an exciting brand refresh for Yorkshire-based escorted tour and river cruise provider Great Rail Journeys, aiming to bring to life the premium product offering through a contemporary new look and feel, that captures the nostalgia and wonder of early rail travel.
The McCann Leeds team worked with Great Rail Journeys to create an identity that worked across both print and digital spaces. Central to the work was a new suite of logos for both the main brand and sister brands, Rail Discoveries and Vacations by Rail, as well as introducing a new typographic style, and colour palette.
Gavin Shore, Creative Director, McCann, said: “We embraced the idea that a journey can be just as much a part of the adventure as the destination. We wanted to capture the excitement and wonder of going somewhere new, and embarking on a voyage, wherever you may be heading.
Using recognisable elements of railway tracks, we created logos and a typographical style that really emphasised the travel element of Great Rail Journey’s identity. The colour palette was inspired by the various journeys available through Great Rail Journey, showcasing the diverse destinations and creating a sense of awe through the brand, helping it evolve and achieving a contemporary and relevant identity.”
Rail Discoveries, the company’s sister brand, has been given a bolder appearance to help resonate with the target demographic and create standout. There has also been an update for Vacations by Rail, the US brand offering which completes the make-up of the Great Rail Journeys family.
Speaking of the brand work Lisa Wood, Marketing Director, added: “As Great Rail Journeys rebuilds itself after the impact of the pandemic, we’re delighted to be able to launch this exciting rebrand, which highlights our core expertise, helping to align our brands and their core rail offering. As a leading escorted travel provider, we want to be the first choice for customers, and we believe this brand refresh will ultimately make us more visible in digital channels and assure them we continue to deliver world-class experiences by rail and river.”