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East Midlands Railway

Sense and urgency

As the COVID-19 pandemic took hold in 2020, the need for clear and effective communication became critical to all public services.

We worked with our client East Midlands Railway (EMR) to deliver a nationwide social distancing campaign across 91 stations. Messaging spanned multiple formats and guided passenger behaviour while moving through stations, buying tickets, using station facilities and boarding trains.

  • Print design
  • Installation
  • Environments
  • Project management
  • Wayfinding
  • Large format print
  • Station audits

A scheduled service

With precision planning and coordinated remote working, we were able to artwork, print, distribute and install 1100+ signs across 91 stations in just under three weeks. EMR’s timely efforts to action regulatory and recommended measures meant their stations were soon in a strong position to resume services and allow passengers to travel safely and confidently. We are proud to have played a key role in this.


weeks to install





Staying safe

A majority of station communications focused on one of three core messages; ‘Please keep a safe distance from each other wherever possible’, ‘Please use contactless payment wherever possible’, and ‘Please stand well clear when the train arrives and allow passengers off first’. In conjunction with simple visual icons, these promoted conscious customer behaviour in areas with the highest risk of crowding or close contact.

Everyone is very happy with the activity in stations and can see that a huge amount of work has taken place. It was noticed that staff and customers are being more mindful of social distancing. Well done and thank you to everyone involved.

EMR Marketing Team

A good effort

This project was completed under sensitive time pressures and in challenging circumstances – coordinating liaison with EMR, our studio team, physical production, station delivery and on-site installation, all within the constraints of remote working.

We are hoping we never have to face such circumstances again, but we are proud to have proven our flexibility and resilience.

If your business needs help with any aspect of communications, please get in touch.