Strategy / Branding / Conceptual / Copywriting / Research informed / Campaign / UX / UI
Porter 2025
A pioneering rail service, powered by passengers, which harnesses the high speeds of underutilised rail lines for same-day, sustainable parcel delivery.
In response to the Network Rail RSA Spark Brief: How might we take inspiration from 200 years of rail to innovate for a brighter future?
Powered by passengers, this low-cost service empowers local businesses, promotes environmental responsibility and inspires neighbourly connection to a new generation. Rewarding exploration of local areas, profits are reinvested back into rail infrastructure, ensuring a trusted passenger-first future where care for people and the planet accelerates every journey.
The Issue
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.
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.
The Insight
"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.
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.
The Audience and How it Works
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.
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.
