When Eurostar and Thalys first announced the two companies would merge in autumn 2019, it seemed as though it would be full speed ahead in terms of bringing the respective brands together. However, the project was paused before it had really started when Covid hit in early 2020.
It was picked up again in 2021 with both firms still reeling from lockdown after lockdown. My team was tasked with playing a key role in creating a bright, optimistic new brand identity. We worked closely with the internal brand team and the Writing Club (an external branding agency) to come up with a company manifesto and company behaviours/values. This work formed the basis of our bold new tone of voice and style guide which was replicated in our four core languages.
Since the creation of these guidelines, my team spent the lead up to the official brand launch in October 2023 creating product messaging guides, dotcom copy, and customer-facing comms for various teams across the business. We also trained core communication teams across the business in the new tone.
Position: Copy Team Manager, Eurostar
Date: summer 2021 - autumn 2023
