As Norway privatises much of its railway system, companies from around the world are competing for the rights to run country wide train routes. One of these companies, Go-Ahead, a leading British transport and logistics provider, approached us for commercial, branding, customer experience and design help. They needed to team up with a partner who could help and work together with them delivering the tender for the «south package” including Jærbanen, the commuter line that runs between Stavanger and Egersund, Nelaug and Arendal and three other lines.

The challenge was to define how an international railway brand could fit into a local system, both from an operational- and customer perspective.Based on former experience and insights, and through a process led by SDG, the Go-Ahead team decided to base their brand position and identity entirely on local values and customer experiences. This resulted in a holistic and customer driven strategy, where local suppliers were employed and local stories were told – with a clear ambition to create a strong sense of belonging.

Through research, field trips and workshops we also defined clear design principles, in line with the strategy, for the future train experience for passengers and workers alike. A new improved interior look that was clean, elegant, contemporary, light and positive were developed and complemented new train livery. The look had clear inspiration and reference to the coastline and the local environments the trains travel through. New passenger, cafe and sleeper carriage interiors were designed to better fit people's modern needs, user behaviour and lifestyles. In this part of the project it was also very important to work with accessibility and improvements for wheelchairs users. We increased space for tables, improved storage and more. Purchasing processes were also made easier and quicker to secure positive experiences and ensuring increased sales.

The tender resulted in the Norwegian Go-Ahead team making Norwegian train history. We’re proud to have been invited to take part in this incredible team who made it possible for Go-Ahead to be the first international provider to win a national railway tender in Norway. Our partnership and collaboration with Go-Ahead have continued, securing implementation on a brand, commercial and digital level.