Report design and creative support for Transport for the North.
Fourleaf were successful in tendering for a full-service design relationship to include ongoing report design and creative support across several Transport for the North (TfN) programmes.
TfN is England’s first Sub-national Transport Body with a vision of a thriving North of England, where modern transport connections drive economic growth and support an excellent quality of life.
About Transport for the North
TfN brings the North’s 20 local transport authorities and business leaders together with Network Rail, Highways England, and HS2 Ltd, and work with Central Government. They add strategic value by ensuring that funding and strategy-driven decisions about transport in the North are informed by local knowledge and requirements.
The challenge
Bringing messaging to life
Transport for the North had an ongoing requirement for document design and support across their major programmes as well as corporate level reports. The reports varied in nature from technical to public facing marketing materials and we were asked to provide full-service design including graphics and data visualisations as well as strong document management to ensure cohesion and consistency of styling throughout. An additional ask was the provision of supporting assets, including GIFs and images for social media.
Each publication required the creation of illustrations and charts to articulate key messages with the need for input, guidance and review on the content; bringing messaging to life through highly visual pages, using illustrations, charts and infographics, while always complying with Transport for the North’s brand guidelines.
The process
Clear and creative communications
With the future of travel an uncertainty, Transport for the North’s reports required clear communications to outline their strategic visions for future travel scenarios. Conveying important messages, information and statistics meant they needed to be much more than just words on a page.
Maximising their bold brand, we created colourful reports for print, with full pages of infographics and illustrations to engage and inform target audiences; making complex themes simple to read and easy to digest.
Brochures and literature
We provide high-end brochure design and other forms of small format printed literature to complement our digital and brand offering.
Adaptive plans for present and future travel scenarios
Fourleaf worked closely with Transport for the North on several of their reports ranging from their annual Business Plan to their Northern Transport Charter, Decarbonisation Strategy and Future Travel Scenarios Report, making the case for strategic transport improvements across the whole of the North, needed to drive inclusive and sustainable transformational economic growth and rebalance the UK economy.
Using different styling, but cohesive visual approaches to each report type, we were able to create a distinction between technical, strategic and innovative reporting that also worked as a suite of reporting assets.
Social media assets to catch attention
The brief for the social media recruitment campaign was to align to the TfN brand while really pushing the boundaries with our concepts to be as eye-catching as possible. The chosen route used a visual representation of a Rubik’s cube type puzzle to demonstrate that even in the face of a challenge, TfN are able to handle any situation and solve any puzzle.
The imagery could easily be swapped out to convey different roles and departments, as well as shown in multiple states of twist, to keep the imagery dynamic, and show that the sector is always on the move, along with TfN's customers and people.
Social media
Social media content creation services which combine, strategy, creativity, and analytics to maximise the returns from social platforms.
Putting our skills to use
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