National Express’ presence at Heathrow had long been functional but visually flat. I led a full creative refresh for the terminal’s ticketing area, introducing hand-illustrated assets and a warmer, more engaging visual style that gave the brand a clearer personality. This was the first time National Express had embraced an illustrative direction, and every element was drawn from scratch.
The goal was to create a space that felt welcoming, recognisable and distinct in a highly competitive travel environment. The refreshed identity resonated strongly with both customers and staff, helping position the brand more confidently against rail competitors and bringing a sense of character to a service that had historically been viewed as purely practical.
