Strategy / Branding / Copywriting / Campaign / UX / UI
How might we take inspiration from 200 years of rail to innovate for a brighter future?
A pioneering rail service, powered by passengers, which harnesses the high speeds of underutilised rail lines for same-day, sustainable parcel delivery.
Honouring the caring legacy of railway porters, Porter is powered by passengers on the go carrying parcels for their neighbours in exchange for discounts and rewards. Designed for passengers looking towards a more compassionate future, rail’s new same-day, sustainable, local business parcel delivery service makes use of empty seats on town-town routes.
This low-cost service promotes environmental responsibility, empowers regional economies, and inspires neighbourly connection to a new generation. Rewarding parcels delivered and the exploration of local areas by rail, profits are invested to improve rail infrastructure, experience, and expand overcrowded commuter services, accelerating a passenger and planet-first future.
The Challenge
At 200 years old, UK rail and local communities are in crisis - caught in a complex storm of challenges and struggling to stay on track.
Increased fares, delays and downgraded services are hurting small towns, tourism and passenger experience. Additionally, emissions are rising, degrading rail infrastructure, as passengers abandon rail. Additionally, mass parcel consumerism has become the new normal, eroding cherished local high street businesses.
Passengers have the power and willingness to reconnect communities and spark local prosperity, with studies showing that helping neighbours boost happiness and gives life deeper meaning.
"First-class has no one in it"
Overcrowded commuter services are keeping rail afloat, while off-peak regional town-to-town routes bleed cash from empty seats. Confidence in rail has shrunk to 43% despite 85% fewer emissions.
Billions of parcels are delivered each year, with the last mile of road delivery creating 50% of total emissions. A more eco-conscious and caring generation is ready for change, with 63% wanting to support local businesses.
The Porter Promise means that any passenger or business that signs up commits to making their area a more sustainable, profitable place, which serves the residents.
For example, all passengers on the service must make the Porter Promise (Multi-step app ID verification) to ensure they are trustworthy, kind and have the security of their neighbour and parcel in mind. Furthermore, businesses must meet sustainability, customer service and community engagement quotas.
The Audience
Young professionals who are driving local economies - they love to shop, explore and support local, for affordable travel and worthwhile rewards.
Looking towards a more compassionate future they're happy to help carry and deliver their neighbour's parcels whilst they're on the go and travelling home on rail. Alongside them are local businesses eager to grow and deliver sustainably to their community.
We must inspire a new generation to reconnect and revitalise their local communities, like Rugby - once a key rail hub, whilst enjoying cutting-edge, speedy, and sustainable transport for themselves and their deliveries.