Capturing the consumer on the move

CBS Outdoor were planning to revolutionise the way advertising connected with consumers on the move with a new digital medium. The product used screen-based technology to make advertising a richer experience for travellers in London Underground and a more flexible and dynamic option for advertisers. What they needed was a brand that captured the potential for business marketers.

A flexible dynamic medium

Dragon Rouge were asked to create the brand story, name and identity for the new channel that encapsulated its flexibility, dynamism and ability to reach audiences with the right message at the right moment. The identity needed to work in print and on signage initially, but have the scope to come alive itself electronically as the brand was launched.

A clear choice

The brand name ‘Alive’ was a clear choice, reflecting the impact the channel provided. The logo was created to have a sense of movement and wonder in tune with the energy and entertainment that the new digital medium could bring to the travelling public. There are now 2,000 Alive screens bringing messages to consumers on the London Underground.