Award-winning creative agency Golley Slater has been selected to develop a new brand identity for the Global Centre of Rail Excellence (GCRE).
Following an open procurement, Golley Slater has been selected from an experienced field to develop a new brand identity for GCRE and the international rail innovation centre it is constructing in South Wales.
Construction of the new facility is due to start in the first quarter of this year and the site will be fully operational in the middle of 2025. GCRE will provide a site for world class testing, research and certification of rolling stock, infrastructure and innovative new rail technologies.
With more than six decades of experience, Golley Slater have worked with some of the biggest brand names in the world, including Coca Cola, Proctor and Gamble (P&G) and Gillette.
Work on the new brand identity has already begun and will be completed in the early Summer of 2023.
Chief Commercial Officer Kelly Warburton said:
“We’re delighted to announce that Golley Slater has been selected from a high quality and experienced field to develop the new Global Centre of Rail Excellence brand. We’re excited to begin working with the Golley team to develop a bold and creative identity that matches the ambitious vision we have for the GCRE business.
“Critical to us was finding a partner that had international experience and understanding of what it takes to build a commercially successful and engaging breakthrough brand. After a thorough procurement process, where some extremely strong proposals were submitted, we have now found that partner in Golley Slater.
“The Global Centre of Rail Excellence is a new entrant to rail and will be a world class facility for research, testing and certification of rolling stock, infrastructure and innovative new rail technologies. It’s a site that will fill a strategic gap not just here in the UK, but across Europe, so its vital that our brand communicates appeal right across the international markets we will be working in.
“At the same time, we want to show the multiple impacts the GCRE project can have, including the innovation it can support in rail on the path net zero and the significant impact we feel it can have for the local economy in supporting high quality jobs, skills and R&D.
“To support these ambitions its vital that we have an engaging and dynamic identity for GCRE that can support the significant commercial potential of the business and help us tell the wider story of the benefits this facility can have.
“Just like GCRE itself, this exercise is one of the most interesting and creative branding assignments in rail today and promises to be a very interesting process.”
Daniel Griffiths, Senior Account Director at Golley Slater said:
“We’re thrilled to start working with GCRE on developing and defining a new brand and helping to bring their ambitions to life.
“It’s an exciting opportunity for us to create a disruptive and innovative brand and identity that positions GCRE as a brand set to benefit not just the rail industry, but the people it serves and our local economy.”