Vitalité – Eurostar’s New Wellbeing Brand

After Eurostar’s merger, they needed a new wellbeing identity to unite employees across regions. The old wellbeing campaigns were fragmented, so the brief was to create something fresh, inclusive, and energising.

As Design Team Manager, I led the creative strategy, developed the identity, and presented multiple concepts to stakeholders. Working with our in-house illustrator, we designed a hand-in-heart icon that symbolised connection and care. To make it feel vibrant and approachable, I chose expressive colours from Eurostar’s brand palette that were rarely used but fully accessibility-friendly.

The result was Vitalité: a bold new brand identity that employees immediately connected with. Engagement with wellbeing initiatives grew, and feedback was overwhelmingly positive — people felt the brand was for them, not just another internal campaign.