British Transport Police are a specialist police force, keeping six million people moving safely on Britain’s rail networks every day.

As communities constantly move, they’re not only there to respond to assist people on the trains, they attend a variety of events, from small to big national occasions. Always ensuring the safety of those needing to attend. In fact, they are the only force who can operate on the Eurostar within French territory.

Just as many police forces, they have many specialist skills; helping to deal with every situation and respond to them positively and efficiently. And importantly, they work together as a united force, going above and beyond expectations, while supporting other emergency teams and forces along the way.

There were four key pillars that drove the brand:
Professional - When an incident occurs, it’s vital they act with the right response. That they talk to passengers and rail staff clearly and with a human touch.
Empowering - The specialist skill set and training, means they can take on any situation on the rail network. It’s often critical that they need to make a decision to ensure the safety and confidence of others.
Open - Be approachable, listen and have an open nature, not just to the public but to colleagues. Support and value one another in the role.
Impactful - Being proud and united about what they do in ensuring people’s safety on the rail and bus networks.

Based on these and all the research, the most logical creative route to take was ‘Protect every journey’. It was straight to the point, but covered many paths and could be used for both external and internal audiences.