Infrabel is the railway infrastructure manager of Belgium that maintains, modernises, expands and manages the Belgian rail network. Its main mission is to help achieve sustainable mobility for all. Its 10,000 passionate staff do this by enthusiastically working together to provide a safe, modern, quality rail network every day.
Besides its work as a rail infrastructure manager, Infrabel also actively supports countless initiatives, projects and ambitions that go far beyond the railways. For instance, it builds safe wildlife overpasses for badgers, foxes and small rodents. The organisation also creates innovative systems and technologies to increase the safety of all rail users. Infrabel has even set up internal working groups on inclusion and diversity to put an end to discrimination.
The above initiatives and projects definitely deserve some extra attention. That is why Infrabel asked Duke & Grace to devise a distinctive image campaign. In addition, Infrabel wanted an accompanying employer branding section to attract more job applicants. Such a multi-faceted communication campaign called for an integrated approach.
We got off to a great start by immediately getting on a train to Brussels to attend a workshop at the Infrabel headquarters. This allowed us to get to know and understand the organisation and its many projects a lot better. This intensive co-creation exercise resulted in no less than five clear themes. We brought together these clearly defined topics in one bright tagline: ‘Infrabel, hiding in train sight’. The main idea behind this is that many people come into contact with Infrabel all the time without realising it.
“A great, engaging and educational project. We had a wonderful opportunity to dive right into Infrabel’s inner workings. This resulted in no less than five great themes, each offering special added value to society. It was a pleasure to work on this.”
Creative Director at Duke & Grace
We showed how sustainable, innovative, responsible, inclusive and diverse Infrabel really is in a playful and educational way. Infrabel makes every effort to further develop those five spearheads on a daily basis, often unbeknownst to the general public:
The above messages and themes were developed on various communication channels, from digital screens at several Belgian train stations to fun Instagram Stories. The main goal was to raise awareness online and offline in both plain Dutch and French with the added bonus of a warm invitation to come and work for Infrabel (with no less than 700 job vacancies to choose from).
We launched the various Infrabel messages in an integrated campaign consisting of:
“Duke & Grace has successfully presented Infrabel in a fresh, playful and colourful way. It was particularly pleasing to see that all our wonderful projects and initiatives are finally getting the attention they deserve!”
Brand Strategy Expert at Infrabel
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