Southeastern gets a 'big hand' from SomeOne as it revamps brand identity

The main challenge to the previous identity was its inflexibility, struggling to keep up with the varying communication requirements. Bringing the branding up-to-date had to be done in such a way that wouldn’t require significant changes to the core identity which would have required considerable and unnecessary budget to change.

Using SomeOne’s ‘Brand World’ thinking the agency sought out deliver the communications and brand needs of Southeastern through a new tone of voice overlaid onto a refined and optimised wordmark.

“Say hello to the Southeastern helping hand,” said Gary Holt, executive creative director at SomeOne. “The embodiment of what Southeastern stands for, the benefit it can bring. From a key communication presenter, right through to being just a little helping hand.”Designer at SomeOne, Paul Ransom, commented: “By introducing a variety of sleeves and objects, each representing a different customer, member of staff or action, the hand can constantly adapt to any communication. It allows every piece of information to be presented uniquely, tailored according to the subject, whilst sitting in a distinctly Southeastern brand world.” Gillian Singh, group marketing director of the Go-Ahead Group, praised the work as a “great example of how an extremely creative idea and application can completely transform a brand without the need to undertake an expensive rebranding”. The adaptable nature of the Southeastern hand means it will appear throughout renovation and update communications as well a digital and social information.