Explaining Railcards Through Animation

A big part of making complex information easier to understand was the focus of this recent Railcard animation project with East Midlands Railway. The goal was to help passengers see how to use and get the most value from their range of Railcards, presenting eligibility, usage, and key details in a clear, friendly, and engaging way through design and animation.

For this project, our creative team produced an animated explainer to help passengers understand how to use and get the most value from EMR’s range of Railcards. While Railcards offer great savings for many travellers, key details such as eligibility, usage, and terms and conditions aren’t always immediately clear. EMR needed a friendly, accessible animation that could live on their website and be shared across social media channels.

Working closely with the EMR team from the outset, we began by storyboarding the customer journey and breaking down the information into simple, easy-to-follow sections. This strategic approach ensured the animation focused on what passengers really need to know, keeping the messaging clear and concise.

Our designers and animators then created a set of custom illustrations, using a relaxed and approachable visual style to support the narrative. The result was an engaging animation that clearly explains how Railcards work, the different types available, and the key things customers need to be aware of.

Accessibility was a core consideration throughout the project. Alongside the main animation, we collaborated with a BSL artist to produce a British Sign Language version, helping ensure the content could be accessed by a wider and more inclusive audience.

The final animation provides East Midlands Railway with a clear, effective way to communicate the benefits of Railcards to both current and potential travellers. It’s a strong example of how thoughtful storytelling, clear design, and high-quality animation can empower customers and improve understanding – without leaving anyone feeling overwhelmed.

Ready to bring your ideas to life? Contact us today to discuss your next animation or design project and see how we can help make complex information simple, engaging, and accessible.