HS1 owns, operates and maintains High Speed 1 (HS1), the UK’s only high-speed railway which runs for 109km between London and the Channel Tunnel, as well as the stations along the route including its flagship, historic St Pancras International.


Spring Banner Campaign

For their Spring marketing campaign the team at HS1 were looking for a creative concept which was bright and impactful, aiming to welcome leisure travellers and commuters back to St Pancras station and inspire them to enjoy its many shopping, dining and food & beverage outlets now without COVID restrictions. The key objective was to develop a campaign which would urge people to make the most of their time at the station, creating a sense of excitement around being out and about again. 

The concept we designed was called Everything Starts at St Pancras and it drew on the theme of a fresh start for Spring, positive thoughts, bright colours and simple, uncomplicated messaging. It was designed to have universal appeal to both the leisure and business travel market. The idea behind the design was to start every message with a word beginning with ‘St.’ to reflect the concept that St Pancras is the start not only of a train journey, but so much more besides. The 'St' element of each word was visualised in the style of the St Pancras logo, which our design team felt gave the banners a strong brand connection. The messaging included Step out in Style to promote the fashion retail outlets; Stop and Unwind to promote eat-in dining; and Strive to be Green to highlight that for every purchase St Pancras makes a donation to help protect the environment as part of its Project Peatland initiative. Our design featured a palette of uplifting Spring pastel shades and on-brand diamond graphics, and was applied to two sets of lift banners in the main station concourse and a series of floor standing banners in the food & beverage area. 

Track Record

Track Record is St Pancras’ annual community project in Camden which gives local school children the chance to participate in a series of poetry workshops and have their works published and displayed on exhibition boards inside the station. Black Pig were asked to come up with a design which could be applied to the cover of a printed booklet of the children's poems and three sets of display boards. Our design was based around the theme of outer space which many of the children had chosen to write about and was simple, fun and bright for maximum impact within the station.  

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