The Challenge

Over 1.5 million passengers a week. Every digital touchpoint needed to feel like the same brand — and drive more people toward a ticket sale.

Great Western Railway needed a unified brand experience across every digital channel — from in-app journeys to regional marketing — that felt distinctly GWR while removing friction at every step toward transaction.

The Work

A personalised design system built around GWR's established brand photography, engineered at Havas CX. The national brand translated into a regional experience — seamless, consistent, and built around the passenger's journey to purchase.

The Result

22.6% uplift in transactions. £2.3M in additional revenue. 4:1 ROI.

By tightening the connection between brand and commerce across digital touchpoints, the project proved that great CX design is a direct driver of business performance.