HS1 are a unique organisation and trailblazer in the UK rail industry. The original brand strategy and identity was created many years ago and it was identified that there was a need to revisit the vision and mission for the business, to reflect its current approach and to better reflect the world in which it now operates. Beyond assisted the senior management at HS1 in authoring a revised brand strategy and were then tasked with updating the brand identity to mirror and better communicate the new strategy.
Why it was game changing
The new identity recognises the importance of sustainability as a core component of the brand and helps cement HS1 credentials as a pioneer in the UK rail industry.
The redesign of the office is a response to post pandemic working practice, HS1 have adopted a flexible working pattern with staff primarily attending the office for team meetings, collaborative working sessions and external partner meetings. The space has been organised to accommodate different working styles, has improved acoustics and lighting, and offers varying levels of privacy and breakout space.