News 01.02.2023

Need to Know

Eurostar rebranding by DesignStudio, museums collaborate to inspire children on climate change and tv viewers don’t hate ads, but want new ad experiences.

Eurostar gets a branding refresh by DesignStudio

Eurostar Group. Identity by DesignStudio, Europe

Europe ­– The Eurostar Group enlisted DesignStudio to create a new visual identity, better portraying the group’s multi-faceted personality since the company merged with Thalys in 2022.

The updated creative platform, Spark New, was thought to reflect how the new Eurostar Group brand aspires to spark new experiences, new ideas and new opportunities through high-speed train travel. The rebranding will also introduce a new logo, symbol, colour palette, photography, illustration and sonic branding, and the group hopes to convey its changed face, rooted in heritage but moving towards the future. As Julien Queyrane, DesignStudio’s creative director, explains: ‘A key part was to work closely with Eurostar and Thalys to capture the essence of each brand’s near 30-year heritage, while evolving them into the future.’

The rebranding comes as Eurostar admitted to running partly empty trains due to logistics difficulties that came with Brexit and increased border controls. This updated brand positions the group as ingrained in European culture, and emphasising the joys and comfort of train travel.

With the recent revival of rail travel, it is an opportune time for train operators to revise their strategy, and ensure their brands remain attractive to new generations of eco-conscious travellers.

Strategic opportunity

Heritage-centred sectors need to strike a balance between honouring and spotlighting their roots, but also moving forward. Eurostar shows how to modernise without going for the dominating graphic design trends, to stay relevant without losing its core characteristics

The Wild Escape project inspires children to think about nature

Over 500 UK museums are collaborating on The Wild Escape, a project launched by the UK’s leading arts charity, Art Fund, to engage schoolchildren in thinking about nature and climate change. The UK’s largest-ever museum collaboration takes place from January to July 2023. Participating institutions will host a range of nature-based art activities both in person and online. The project will encourage 7–11-year-olds to visit museums with their families and through school to seek out wildlife-inspired art. They’ll be prompted to create their own artworks, which will form part of a huge-scale display to be unveiled on Earth Day 2023. Leading artists, including Es Devlin, Rana Begum and Yinka Shonibare, will also create works inspired by animals in the museums’ collections. The project is inspired by Wild Isles, a BBC series hosted by David Attenborough.

The World Wildlife Fund (WWF) reports that England is one of the most nature-depleted countries in the world, with a quarter of its mammals and almost a fifth of UK plants facing the threat of extinction. ‘Young people are key to shaping the nature of the natural world,’ says Rosalind Mist, director of education and youth management at WWF.

While The Zalpha Generation have a deeper relationship with the planet than previous generations, projects like The Wild Escape allow them to personalise their sense of responsibility towards it.

Young V&A, UK

Strategic opportunity

When it comes to the woes of the planet consumers have a hyper-awareness that can spill into anxiety; inspiration is key to encouraging them to stay engaged.

Stat: TV viewers don’t hate ads, but they want new ad experiences

Photography by Polina Tankilevitch
Photography by Polina Tankilevitch

Global ­– Where does the tv ad landscape stand? New research has found that a staggering 94% of tv viewers would be less inclined to avoid commercials if the conventional ad format had a minor facelift.

The ad-funded streaming platform Roku partnered with media insights firm Magna on a new report examining how marketers and advertisers can create more engaging campaigns, and optimise the format to create ads that resonate more with viewers. The data reveals that fewer ads is not the answer. What people want is simply better ads; 53% of 18–34-year-olds would stay tuned through an ad break if the commercial didn’t follow the typical 30-second spot format.

As part of the survey, three new ad formats were tested, which were shorter and more engaging. Alternative formats performed better than traditional tv ads – audiences were more likely to say they have learned something new or to demonstrate search intent.

Just as evolving media consumption is leading to New News, we expect ad formats to morph to better suit changing consumer preferences and shorter attention spans.

Strategic opportunity

Reworking and adjusting the standard ad format can improve the viewer experience. Marketers and advertisers should take heed and ideate a more valuable and enjoyable experience to maximise the impact of their campaigns

Previous News Articles
JD Sports celebrates modern families in Christmas campaign

News

JD Sports celebrates modern families in Christmas campaign

JD Sports is redefining the meaning of family this holiday season with its 2024 Christmas campaign, Family.
Society : Identities : Home
Louis Le Joly Senoville debuts wearable chess set

News

Louis Le Joly Senoville debuts wearable chess set

Central Saint Martins graduate Louis Le Joly Senoville has introduced a groundbreaking wearable chess set as his final-year project.
Design : Fashion : Sport
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, the Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. Here, direc...
Foresight
Stat: Sober Christmas parties are on the rise

News

Stat: Sober Christmas parties are on the rise

Christmas celebrations are being reshaped because of shifting consumer attitudes to alcohol, with health, inclusivity and experiential elements dri...
Society : Holidays : Food & Drink
The Future Laboratory and Bacardi investigate cocktail culture in 2025

News

The Future Laboratory and Bacardi investigate cocktail culture in 2025

Bacardi, in collaboration with The Future Laboratory, has released its cocktail trend report for 2025, forecasting a transformative year for the sp...
Drink : Spirits : Food
LG Display unveils world’s first stretchable display with 50% expandability

News

LG Display unveils world’s first stretchable display with 50% expandability

LG Display has achieved a major milestone in display technology with the launch of the world’s first stretchable display, capable of expanding by u...
Technology : Design : AI
New research finds that cannabinol significantly improves sleep

News

New research finds that cannabinol significantly improves sleep

Researchers from the University of Sydney’s Lambert Initiative have found new evidence supporting cannabinol (CBN) as an effective sleep aid.
Health : Wellness : Medicine
Stat: Teens face weekly exposure to conspiracy theories

News

Stat: Teens face weekly exposure to conspiracy theories

A new study by the News Literacy Project reveals that teens encounter conspiracy theories on their social media feeds at least once a week, yet mos...
Pop Culture : Youth : Media
Chester Zoo rebrands as a force for nature

News

Chester Zoo rebrands as a force for nature

Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. 
Sustainability : Design : Advertising
Gobi Cashmere revitalises brand identity with Mongolian roots

News

Gobi Cashmere revitalises brand identity with Mongolian roots

Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos.
Culture : Design : Fashion
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN