AN INSTAGRAM POST-SERIES TO IMPROVE THE VISIBILITY OF THE HSL
To help NS (Dutch Railways) with their brand strategy journey on the HSL to improve their corporate image and visibility, we designed a post-series that reflect through simplistic illustrations and straightforward data what the HSL does to keep improving the line.
CONTENT DESIGN
+ Social Media, strategy, illustration
THE BRIEF
The HSL (high speed line) is dealing with a performance and image issue of their train line: the HSL staff works hard everyday but it isn’t always clear to other colleagues, travellers and the outside world. After a first strategy and communication plan developed by LVB in 2018 (thanks to which the successful ‘People of the HSL’ video serie and Instagram account were produced) we got asked to follow up on the strategy to keep showing The Netherlands how the people of the HSL keep working on improving the line.
THE PROPOSAL
To keep making use of the also successful Instagram account that the HSL started in 2018, as another outcome of that communication plan, we proposed to bring in their Instagram feed a killer post-series under the concept #ditdoetHSL. Simple illustrations accompanied by straightforward and simple understandable facts and data that visualise post by a post each different task that the HSL takes care of to improve the line. The result: more than 100 likes per post and a clear overview of the HSL’s daily work.
