CIB connecting East with West!

CIB has been working with Crossrail to develop the branding and marketing collateral for both its Tunnelling Academy and ‘Young Crossrail‘ initiatives.

The Tunnelling and Underground Construction Academy is designed to address the shortage of people with the necessary skills to work on the project. This purpose-built facility will provide training on the key skills required to work in and around a tunnel excavation and build environment. It will ensure that all personnel working underground on the project achieve the Crossrail safety card before working on any Crossrail site.

CIB was briefed to develop a brand that specifically denotes the Tunnelling Academy as a unique institution and separates it from other construction academies. The branding/logo needed to reflect the scale and magnitude of the tunnelling work that the Academy will provide training for – a truly heroic engineering feat!

The identity we developed is based on people working together and graphically represents the tunnelling theme and the actual tunnel bore cutter. The colours are developed to represent the different parts of the curriculum. We have subsequently rolled out this identity into supporting literature for both sponsors and the general public.

‘Young Crossrail’ offers young people who go to school or live along the route, the opportunity to connect with this essential transport scheme and help them understand the numerous benefits that Crossrail will bring to the UK economy and to the people of London and the South East.

Our brief was to develop a brand that had real vibrancy and that would appeal to a wide age group of children from four years up helping to make the Crossrail project more accessible to this group of young Londoners.

We wanted to give ‘Young Crossrail’ a personality, which would appeal to this audience. The result is ‘Digby’ who is now the star of their new website www.youngcrossrail.co.uk and is the face of competitions, quizzes, safety initiatives and teaching aids.