Between 2018 and 2025 I worked in-house at rail operator Greater Anglia. I created the designs for all internal campaigns, both print and digital, as well as some marketing and social media assets using their pre-existing brand and hare mascot images.

To be effective, internal communications must be clear, honest and relevant. We used a targeted approach to minimize colleague’s exposure to irrelevant topics that may damage their future engagement with the channels. 

I re-designed the all-colleague e-newsletters, with the MD’s letter at the top – relevant to all – and link boxes below summarising optional content. Metrics and feedback showed that these were popular with colleagues, who could choose whether to engage with non-critical information, while the critical update is clear.

Larger internal campaigns were supported with a multi-channel approach, as repeat exposure is the only effective means of achieving a high level of retention. This was done through a combination of newsletter links, intranet videos, magazine articles, letters to homes and posters at key locations.

When I joined the role internal communications were designed in a very ad-hoc way, with minimal and often inconsistent alignment to the company brand. I worked with the marketing team to align internal comms to the wider brand. 

Internal material is now fully branded, offering a little more colour, fun and flexibility while sitting comfortably within the main Greater Anglia brand. It’s clear at a glance if something is internal or external which helps establish context for our colleagues.