BUILDING MOMENTUM WITH TRAINLINE
BUILDING MOMENTUM WITH TRAINLINE
BUILDING MOMENTUM WITH TRAINLINE
BUILDING MOMENTUM WITH TRAINLINE
Services
Employee Experience
Film
Award Winning
Brand Build
Perspectives surveyed
New visual identity
Record-breaking launch event
Trainline, a leading FTSE-listed technology company with over 950 employees and offices across Europe, is best known for its consumer-travel app but hasn’t always been front of mind for a global, technology workforce.
With a mission to close this perception gap, Wiser partnered with Trainline to elevate its employer brand, fostering cultural connectivity and positioning Trainline as an aspiration place to work for current and future tech talent.
FULL STEAM AHEAD: CRAFTING A COMPELLING NARRATIVE
In 2022, Trainline opened a new technology hub in Barcelona and sought to highlight its flexibility, stability, and opportunities for growth to attract talent.
This rapid expansion coupled with an increasingly remote workforce—where over 50% of Trainliners had never met in person—meant Trainline also needed a way to articulate and amplify its culture across borders to champion global belonging and employee engagement.
GETTING BACK ON TRACK
#00A88F — Trainline Teal
Wiser and Trainline embarked on a collaborative research process, conducting 42 in-depth interviews, two surveys with over 300 responses, and focus groups across all European offices.
This deep dive into Trainline’s culture revealed a common thread: momentum. Trainline is characterised by energy, growth, and a vibrant, forward-looking atmosphere. Armed with this insight, we crafted a compelling narrative that captured the essence of Trainline’s culture, creating a shared language that resonated with both existing and prospective employees.
New Trainliners on board
Employer branding videos
Trainfest attendees
Trainline Culture Champions
New Instagram followers
Bringing Trainliners together
To foster a sense of belonging among its growing team, we designed and launched a series of initiatives under the newly developed cultural narrative.
The highlight was TrainFest, a groundbreaking event held in London’s O2 arena, where over 900 Trainliners gathered to celebrate the company's 25-year journey. This immersive experience showcased Trainline’s new visual identity, integrating kinetic typography and motion graphics to create a dynamic and engaging atmosphere.
We developed a set of visual and voice guidelines, with subtle nods to tech talent using a dot and dash system based on code, that was applied across Trainline’s internal and external communications.
We translated the new visual identity into a culture video and a suite of toolkit assets that empowered employees to become ambassadors of Trainline’s culture. These tools were shared across Trainline’s platforms, ensuring consistent communication of its employer brand.
To support the launch of their new Barcelona tech hub, we produced a suite of authentic photography that showcased Trainliners in their new workspaces. This content shared across Trainline’s social media platforms—including the newly launched @lifeattrainline Instagram account—positioned the company as a vibrant and desirable place to work in the technology sector.
Introducing culture champions
In tandem with our cultural activation, Wiser worked closely with Trainline’s Talent Acquisition (TA) team to conduct a series of workshops to equip a select group of 35 Trainline Culture Champions with the skills to articulate Trainline’s culture, values and mission.
The final stop: Employer brand excellence
Through our partnership, Wiser successfully repositioned Trainline as a dynamic, tech-driven employer of choice. By fostering cultural connectivity and activating the employer brand across key markets, we helped Trainline achieve its objectives of attracting and retaining top talent.
Our work set Trainline on a clear path of continued growth, with a strong cultural foundation and a compelling employer brand narrative that resonates across borders. As Trainline continues its journey, its employer brand remains a testament to the power of momentum—driving innovation, growth, and connection at every turn.
