Focused on the Audience
I created marketing assets for all Railcard types, tailoring each one to connect with its specific audience. The goal was to bring more personality into the designs, making the product feel less functional and more relatable. Each Railcard offers real, long-term value, so I focused on highlighting the benefits in a way that felt human, inspiring, and easy to understand, especially around savings and flexibility over a year of travel.
Railcards
Before: Functional. After: Relatable. Turning a product into something people can see themselves in.
Railcard Insights
62% don’t know Trainline sells them
Awareness Gaps
53% are unsure how the process works
Resistance to Digital
63% think they don’t travel often enough
Perceived low value
44% say there isn’t one that fits their needs but some railcards have only 24% awareness
Awareness Gaps
Visualisation on a digital billboard in London Kings Cross station.