Night Tube

Creating and launching a new brand to open up access to London late.

Creation of identity and tone of voice, launch advertising and events.

The challenge

The Night Tube opened up London late. A new service needed its own identity, and a launch the whole city would notice.

Our approach

We created the identity and tone of voice, then launched it with an event at the Shard with the Mayor of London, a Tube-wide and all-media advertising campaign, and the trains themselves.