Advertising Trainline Creative

West Midlands Trains appoints Impero to create branding for two new rail brands

By Katy Archer | n/a

November 16, 2018 | 2 min read

West Midlands Trains has appointed Impero, to create branding, positioning, and communications for their two new UK rail brands – West Midlands Railway and London Northwestern Railway following a competitive pitch.

Impero is tasked with updating the branding and visual identity for both brands. The agency will create branding and visual guidelines, brand positioning and communications strategies to support the £1 billion investment programme.

West Midlands Trains operates under two distinct brands; West Midlands Railway connecting Birmingham and the West Midlands region, while London Northwestern Railway serves London Euston, Tring, Milton Keynes, Birmingham New Street, Crewe, and Liverpool Lime Street. The West Midlands Trains franchise started in December 2017 and will run until 2025/26.

West Midlands Trains' head of sales & marketing Penny Allen said: “We are very excited to have Impero on board. Throughout the pitch process, they acted like our true partners, bringing fresh thinking and superb creativity to the table. We feel it's going to be a great journey and partnership to bring our £1 billion investment programme to life."

Michael Scantlebury, Impero creative director, added: ”We’re thrilled to be a part of the West Midlands Trains story, and to create compelling identities and communications that get people excited for these two new great train brands."

Impero is an independent creative agency working with brands including Beefeater Gin, Havana Club rum, Chivas Regal and Richmond Sausages.

Advertising Trainline Creative

Content created with:


The creative agency for impatient brands.

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +