ABOUT

BRIEF
The brief was to develop a new timepiece for Network Rail. They were looking for a holistic approach across the network that would create a consistent heartbeat and a world class identity through exemplary design. The design solution should be developed in a way which provides delight, value for money and a high-quality experience to the user.

MEDIUMS
We explored a range of mediums from traditional digital displays to projection which allowed the concept to work effectively in a range of very different contexts - an important consideration. We focused on providing a very accessible solution using sound to respond to the visually Impaired, light to respond to the hearing impaired and projection to respond to wheelchair users. Significant attention was given to mental wellbeing in the overall concept using calming light and sound adaptably in any existing setting and location, as well as in new sites.

CONCEPT
Ahead of any design we undertook a detailed research piece. We discovered 1 in 6 people in Britain have admitted they struggle to tell the time unless it’s on a digital clock. This was particularly apparent in younger people who were those who struggled the most, with 21% in Gen Z (18-24) saying they found telling the time a problem. The inability to tell time on traditional analogue clocks is also very common among those with dyslexia. These insights underpinned our concept. We played with the essence of a digital clock by emphasising the minutes as with respect to catching a train these are deemed most important.

EXECUTION
When we applied the timepiece we layered in colour; a palette that was built on Chromotherapy - the idea that colour and coloured lights can help treat physical or mental health and cause subtle changes in our moods and biology, and sound; Chimes that serve as a reminder of the passage of time and can help keep individuals on schedule and organized in parallel with natural sounds that help promote relaxation by positively affecting the autonomic nervous system.

RESULTS
Of 2600 agencies from across the world who responded to the brief, our proposal was ranked ninth, just missing out on the shortlisted eight agencies. It remains a fascinating brief and process to go through where design meets architecture.