Concept Overview
London Overhead is a new TfL flight network for commuters and working professionals in the capital of the UK.
Target Audience
Commuters to the city of London, which may include:
- Young working professionals (18-35)
- Mature working professionals (36-65)
- Residents
- Tourists
Insight
Much like TfL’s existing infrastructure (i.e. London Underground) London Overhead operates a fast, direct and scenic service for passengers, with environmental concern at its heart. The network aims to reduce traffic, overcrowding and emissions produced on the ground, which have caused London to have the highest recorded level of Nitrogen Dioxide than any other European city. London Overhead is a TfL network born out of the ever growing necessity for global awareness.
Brand Values
Accessible
Consistent
Intuitive
Modern
Sustainable
Innovative
Design & Visual Language
London Overhead follows the corporate design standards set by TfL which is essential in order to maintain the high level of quality and consistency across all TfL communications.
The main differentiation for London Overhead is the roundel colour. London Overhead uses a contrast of deep blue and light grey to represent the colours of the sky, and where possible, a silver foil finish is used in replacement of grey to emphasise the reference to a cloud’s silver lining.
Marketing
Phase One utilises print and environmental graphics. The primary objective is to raise awareness and stimulate interest to the London Overhead service. The print captions play on the popular remark to Superman, with reverse use of “It’s a bird” and “It’s a plane” to describe the Overhead’s operations.
Coinciding with phase one, the hashtag #LookUp is introduced to engage the public in real time and nearby environmental graphics. This will be adapted to popular existing commuter locations such as bus stops and tunnels in order to create a better understanding of London Overhead.
Phase Two harnesses digital advertising and social media platforms. Following the initial interest spurred by the #LookUp campaign, customers by now will have shared their experiences in the form of scenic photographs above the city of London. Users who do this using the #LookUp hashtag will have their post displayed on digital billboards around London. This in turn will stimulate broader public interest - utilising reflective thinking (understanding others’ experiences) to create greater desire for London Overhead, as an alternative to the underground or driving a car.
In effect, this will succeed in reducing traffic on the roads, overcrowding in the underground and the levels of Nitrogen Dioxide produced by such infrastructures.