Two deep changes were underway as the company gave us the responsibility to transform their brand image: a new future-facing corporate vision focused on ecological, human, and inclusive solutions within a context of imminent opening to competition. The company wanted to unveil their commitments as they were sure French people were not aware of them.

Interestingly enough, we discovered that French people were already aware of SNCF’s commitments (80% of people recognized them as a key economical actor and acknowledged their contribution towards reduced gas emissions and sustainable development) but this did not change their poor image of SNCF. As the real problem was not rational, we needed to dig deep enough to find a way to re-connect the brand and the people.