Long standing client East Midlands Railway collaborated with us for a campaign which placed its people at its heart, recognising their hard work, dedication and commitment to upholding the company’s closely held values. The campaign’s purpose was to deliver boxes of joy to select destinations across its network in order to recognise the difference employees make to customers on a daily basis.

First, we needed to agree on a list of items to go in each box before designing and producing both the contents, and the box itself. We agreed that each box would include a welcome card, challenge cards, league tables to spark a competitive edge, bunting, posters and collectible pin badges of EMR’s popular mascot, Miles.

Managers would take the lead in the rollout of the campaign, organising events and activities with their teams using the box and its contents to spark pride, engagement, team spirit and a renewed sense of achievement. Our studio designed each of the items in line with EMR’s house style, while ensuring the boxes and their contents incorporated evergreen messaging for repeat use.

20 boxes were delivered on time across 7 locations, including 2,000 Miles pin badges. Activities, events and celebrations took place across staff rooms and station offices all the way from Sheffield, to Norwich, with the campaign delivering on its objective of bringing colleagues closer and recognising their valued contributions to a rail network that’s always on the move.