Corus Rail

Client
Corus Rail provides a range of products and infrastructure services to the international rail industry. Its team of technical consultants offers unrivalled expertise and experience in track technologies.

Business focus
UffindellWest was commissioned to review the positioning and architecture of the Corus Rail business and to consolidate seven business units.

Our solution
We identified the opportunity to reinvigorate the brand by clearly positioning Corus rail as industry experts – moving from a traditional product focus to a customer focus. We also needed to rationalise the diverse portfolio of rail businesses. In order to achieve Corus Rail's goal we:

• undertook extensive stakeholder research with clients, suppliers, business leaders and employees
• developed workshops involving business leaders and front line managers
• reviewed brand architecture, positioning development and visual expression
• defined two market offers and a new brand architecture
• created new positioning and reinvigorated the creative expression including a new photographic platform and visual style
• developed brand guidelines, marketing literature and employee brand book
• adhered to the need to stay true to the Group identity guidelines while giving the business character.
  

Results for Corus Rail

• A secure and clear position and offering in the marketplace.
• A new attitude for engaging with clients through the marketing and external communications programme.
• A motivated workforce that is able to deliver a consistent brand experience.