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DIGITAL ILLUSTRATIONS - NATIONAL RAIL
Project type
Icon design / Digital illustration / Illustration system
Client
Rail Delivery Group, commissioned by Great State
Date
2026
National Rail is one of Britain’s most recognisable transport brands, and Railcard.co.uk is where customers buy, renew and manage their Railcards.
Great State brought me in to create a suite of illustrations for the website’s customer experience. The strategy was to bring humanity to a functional journey, making Railcards feel as inclusive and human as the real-world experiences they unlock.
Working with the established Railcard visual identity, I developed imagery covering how to buy, renew and use a Railcard, alongside account support, accessibility and customer help.
Throughout the project, I collaborated closely with both the Great State team and the client team, presenting and talking through the work at key stages and developing the illustrations in response to their feedback.
I was responsible for the initial concepts, sketches and finished vector artwork, turning practical and sometimes abstract information into friendly visual cues. Each icon needed to be immediately understandable, consistent as part of the wider system and clear at small sizes across mobile and desktop.
