News 01.02.2023

Need to Know

Eurostar rebranding by DesignStudio, museums collaborate to inspire children on climate change and tv viewers don’t hate ads, but want new ad experiences.

Eurostar gets a branding refresh by DesignStudio

Eurostar Group. Identity by DesignStudio, Europe

Europe ­– The Eurostar Group enlisted DesignStudio to create a new visual identity, better portraying the group’s multi-faceted personality since the company merged with Thalys in 2022.

The updated creative platform, Spark New, was thought to reflect how the new Eurostar Group brand aspires to spark new experiences, new ideas and new opportunities through high-speed train travel. The rebranding will also introduce a new logo, symbol, colour palette, photography, illustration and sonic branding, and the group hopes to convey its changed face, rooted in heritage but moving towards the future. As Julien Queyrane, DesignStudio’s creative director, explains: ‘A key part was to work closely with Eurostar and Thalys to capture the essence of each brand’s near 30-year heritage, while evolving them into the future.’

The rebranding comes as Eurostar admitted to running partly empty trains due to logistics difficulties that came with Brexit and increased border controls. This updated brand positions the group as ingrained in European culture, and emphasising the joys and comfort of train travel.

With the recent revival of rail travel, it is an opportune time for train operators to revise their strategy, and ensure their brands remain attractive to new generations of eco-conscious travellers.

Strategic opportunity

Heritage-centred sectors need to strike a balance between honouring and spotlighting their roots, but also moving forward. Eurostar shows how to modernise without going for the dominating graphic design trends, to stay relevant without losing its core characteristics

The Wild Escape project inspires children to think about nature

Over 500 UK museums are collaborating on The Wild Escape, a project launched by the UK’s leading arts charity, Art Fund, to engage schoolchildren in thinking about nature and climate change. The UK’s largest-ever museum collaboration takes place from January to July 2023. Participating institutions will host a range of nature-based art activities both in person and online. The project will encourage 7–11-year-olds to visit museums with their families and through school to seek out wildlife-inspired art. They’ll be prompted to create their own artworks, which will form part of a huge-scale display to be unveiled on Earth Day 2023. Leading artists, including Es Devlin, Rana Begum and Yinka Shonibare, will also create works inspired by animals in the museums’ collections. The project is inspired by Wild Isles, a BBC series hosted by David Attenborough.

The World Wildlife Fund (WWF) reports that England is one of the most nature-depleted countries in the world, with a quarter of its mammals and almost a fifth of UK plants facing the threat of extinction. ‘Young people are key to shaping the nature of the natural world,’ says Rosalind Mist, director of education and youth management at WWF.

While The Zalpha Generation have a deeper relationship with the planet than previous generations, projects like The Wild Escape allow them to personalise their sense of responsibility towards it.

Young V&A, UK

Strategic opportunity

When it comes to the woes of the planet consumers have a hyper-awareness that can spill into anxiety; inspiration is key to encouraging them to stay engaged.

Stat: TV viewers don’t hate ads, but they want new ad experiences

Photography by Polina Tankilevitch
Photography by Polina Tankilevitch

Global ­– Where does the tv ad landscape stand? New research has found that a staggering 94% of tv viewers would be less inclined to avoid commercials if the conventional ad format had a minor facelift.

The ad-funded streaming platform Roku partnered with media insights firm Magna on a new report examining how marketers and advertisers can create more engaging campaigns, and optimise the format to create ads that resonate more with viewers. The data reveals that fewer ads is not the answer. What people want is simply better ads; 53% of 18–34-year-olds would stay tuned through an ad break if the commercial didn’t follow the typical 30-second spot format.

As part of the survey, three new ad formats were tested, which were shorter and more engaging. Alternative formats performed better than traditional tv ads – audiences were more likely to say they have learned something new or to demonstrate search intent.

Just as evolving media consumption is leading to New News, we expect ad formats to morph to better suit changing consumer preferences and shorter attention spans.

Strategic opportunity

Reworking and adjusting the standard ad format can improve the viewer experience. Marketers and advertisers should take heed and ideate a more valuable and enjoyable experience to maximise the impact of their campaigns

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