Trainline

The unifying idea we developed was Our Best New Habit. We realized Trainline isn't just selling tickets but is in the business of shaping travel habits. Trainline is the architect of tomorrow's travel norms, making train travel clear, simple, easy, and trusted until it becomes the automatic choice for new generations of travelers.

The power of the idea is that it works everywhere. Habits are the invisible hands that shape daily decisions, and good ones compound. Taking the train more often means visiting grandma more, showing up in person more, exploring more new places. It creates a world of togetherness and shared experience. But Our Best New Habit points inward too. It's the antidote to business as usual, a demand to root out bad habits and challenge the status quo across product, operations, and innovation — not just marketing. It gave the whole enterprise one lens: make the good choice automatic.

Over years of partnership, we've helped Trainline on fronts across the business. We've built the frameworks and shared ways of working that let creativity thrive inside a rigorous organization. We've tidied the visual identity system, sharpened creative strategy, and championed customer obsession as the uniting lens that connects product, brand, and marketing. And as Trainline has grown across the UK, EU, and beyond, we've stretched and re-articulated Our Best New Habit so it strengthens the brand at every new challenge rather than fracturing under global scale.

Most recently we've been helping Trainline build a proprietary, AI-native customer insights platform — fusing four mechanisms that few competitors have combined: behavioral taxonomies, decision rituals, cultural immersion engines, and published insight authority. It comes to life through tools like Traveler Portraits (timely, context-rich customer pictures), shared protocols that build customer consideration into every project, a common methodology for immersion and observation, and even a Traveler Journal that celebrates the reality of travelers and Trainline's love of trains.

The outward signs of Trainline's evolution show a business confident enough to position itself as a journey partner instead of a ticketing utility. Our role in the background has been to give a fast-growing tech company the unifying idea, the culture, and the shared habits it needs.